Domino's adds text ordering via pizza emoji

In another step toward its ultimate goal of making sure there's no reason whatsoever not to have a pizza in front of you right now, Domino's (NYSE:DPZ) has started accepting orders via text.

The newest order method follows closely on the chain's launch of a tweet-to-order program last month, which was teased out by bombarding Twitter with pizza emojis for weeks leading up to the debut. The new texting service works in much the same way. Once customers have opted in and provided their phone number in their Pizza Profile at the store's website, they can simply text a pizza emoji to DPIZZA and place their saved Easy Order.

"There are an estimated 8 trillion texts sent every year worldwide," said Patrick Doyle, Domino's president and CEO, in a statement. "With so many people using their devices to communicate in this way, it made sense to allow our customers the chance to order pizza that way, too."

Texting is only the most recent ordering method to join the lineup, only short of conjuring a pizza with your mind, Domino's has hungry customers covered in every conceivable way. In addition to ordering via Twitter, Domino's is also able to fulfill orders via Samsung Smart TV, a Pebble smartwatch app, an Android Wear smartwatch app, the Ford SYNC AppLink system and voice ordering via Dom on Domino's smartphone app.

Commenting on the latter at its launch last year, Doyle explained that the company's aim is to stay on top of the latest technology to ensure Domino's ordering is never outdated.

"There will be a day when typing on keyboards or with thumbs on mobile devices will come to a close; we want to be the ones who continue to advance the technology experience—hand-in-hand with our customers," he said.

That bet has come good so far as the company's new ordering methods have contributed to more than half of its total orders being made digitally, and of those orders, half have been made from a mobile device.

For more:
-See this Domino's press release
-See this mLive story

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