Franchise Talk

Mobile phone orders now represent about 22% of total orders for Domino’s

November 30th, 2006 | Author: Jack

A surge in mobile phone ownership in Australia has seen pizza lovers across the country embrace Domino’s Pizza’s unique mobile phone ordering system, with mobile calls now comprising 22% of all orders.

The Australian-first mobile phone ordering system was implemented around 12 months ago.

Through the technology, customers across the country can dial Domino’s Pizza’s 131 888 number on their mobile phone and be connected to a nearby store after completing a number of automated voice prompts.

Domino’s Pizza CEO Don Meij said the Company’s mobile phone ordering technology was emerging as an important part of Domino’s Pizza’s commitment to staying abreast of the latest consumer trends.

“Pizza lovers across Australia expect convenience when ordering a pizza, and our mobile phone system provides just that,” he says.

“Mobile phone orders now represent about 22% of total orders in most of our stores, and as more and more Australians embrace the convenience of mobile phones, we’re expecting this figure to rise significantly.”

The new voice recognition technology was first tested in South Australia and Toowoomba, west of Brisbane, early last year before being rolled out progressively throughout Australia from July to October 2005.

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