Who needs to click when you can order your pizza click-free and within 10 seconds? If only delivery was that fast!
Although Domino’s Pizza in Australia has made great strides in dramatically improving the pizza ordering, delivery, choice and enjoyment process, while even previewing road-and-air delivery drone systems, the company is continuing its push to take ordering technology to the limit.
This has now culminated in "Zero Click ordering", which the company naturally says provides "convenience to customers who can now order their Domino’s meal without clicking a button".
We are told that "to order in the fastest, easiest way, a customer simply has to open the app and after a 10 seconds countdown Domino’s will place their favourite order or a choice of one of their four most recent orders".
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Domino’s chief executive and managing director, Don Meij, who competitors likely see as an "a-meij-ingly" competitive player, explained that introducing Zero Click ordering to customers is just another innovation making ordering easier.
Meij said: “Domino’s has always tried to make online ordering faster and easier for our customers, from two tap ordering on smart watch to SMS ordering, we’ve been crunching down the time it takes to order – giving our customers back their time.
“If 10 seconds is too long, customers with an iPhone can turn the dial on the screen to speed up the order meaning the sooner the order is placed, the sooner we can get that piping hot pizza to our customers.”
Zero Click is a standalone free app which can be downloaded from the Apple iTunes store or Google Play.
Customers just have to log in with their Domino’s account to place their first order.
For iPhone users, Domino’s customers can order with voice activation by easily asking Siri “Hey Siri, open Zero Click”.
Meij added: “By using voice activation we are providing a whole new way to order for our busy customers.
“If they have their hands full at home with the kids, are on the run at work or commuting home they can simply say five words and their supreme or meatlovers pizza is on its way.”
iPhone users will also be able to ensure the ordering experience is secure with the Zero Click app using TouchID.
Meij explained: “It’s just another way of being a part of the conversation and engaging with the Millennials.”
The company quotes recent NPD Crest Data which found that "the Millennial generation are always on the go with out of home food consumption a way of life" (NPD Crest Data Australia: Millennials – What’s all the Fuss About, July 2016.)
Meij continued: “More and more our customers are wanting to get food on the go as they are eating on the run with their busy and active lifestyles.
“Domino’s has catered to these customers by providing the fastest, easiest ordering experience available in the Quick Service Industry.
“We have also catered to this customer audience by developing a fantastic new product range full of great tasting options such as Mac and Cheese Croquettes or Korean Sticky Wings that are perfect for lunch or when you are on the go,” Meij concluded.
Domino’s also recently launched its "Taste the Colour menu", which the company proudly boasts is "the largest change in the Company’s product range since 2009".
Naturally, the company also boasts of "several new pizzas [being] available as well as the addition of new sides and desserts the new menu is inspired by colourful, quality ingredients that are full of flavour".
