- By Mark Wilson
- 1 minute Read
Company | Profile
Easy ordering by voice app or pizza emoji? That’s so 2015. In April 2016, Domino’s one-upped itself with zero-click ordering. Simply preload your preferred order into its app and then open it to start a 10-second countdown, after which the send-food signal is automatically sent. That instant gratification of getting a caloric reward for doing nothing works across platforms. The company’s cloud-based AnyWhere enables ordering via TV (Samsung’s Smart TV) game console (PlayStation4), car (Ford’s Sync service), or bathtub (well, with Amazon Echo).
The result is $2 billion in digital sales annually, more than half of Domino’s delivery business. The company rolled out a fleet of electric delivery vehicles with curbside ovens to ensure freshness, along with a sleek delivery tracker. Globally, the mostly franchisee-owned pizza chain has 13,200 stores in more than 80 markets.
More innovations will probably arrive from non-U.S. markets, where publicly traded corporations are accumulating blocks of franchises and using their profits to test drone delivery, novel foods, and a real-time, GPS-enabled driver tracker. In the U.S., the company is also pushing for stores themselves to become more visible, placing franchises with open kitchens in upscale zones to defeat that old back-of-the-strip mall image once and for all.