Fast food. Pizzas. Domino’s. Words that all uni students love… As what fast food is about, it is essential for it to be convenient. With that, we know that instead of actually going to the fast food restaurant itself, we can order it online. This service is available for brands like Domino’s, Pizza Hut, McDonald’s and so on. Particularly for Domino’s, they offer the service of ordering food online, both on a website and an app. So… I thought that was it. I mean, that’s a lot of convenience as it is on our part and a great effort from Domino’s to provide such services. But no, Domino’s had to make our lives so much easier, or rather, have us be lazier than what we already are.
As some may have said that typing on a keyword may be entirely eradicated in the future, Domino’s wanted to be at the front of the line in technological advancement of their services. With that, on July this year, Domino’s had introduced Dom. Think Siri of the Iphone, but now for the Domino’s app. This feature is designed by tech company Nuance’s Communication and “delivers a human-like, conversational customer service experience that allows users to speak an order and quickly add items to their cart.”
In the process of ordering a pizza, it is basically the same thing. But now, you don’t have to type anything. Just speak to your phone as if you were ordering pizza at the restaurant itself. The entire process can now be done through voice ordering, with the exception of entering your card details by hand. In order to enjoy this service, you would need to download the app, which is available on both Iphone and Android. If you already downloaded the app previously, you would just have to update the app in order to make use of the voice ordering feature.
In my opinion, I love this idea. I think it truly encompasses the idea of ordering food online. Marketers of Domino’s have definitely recognised that consumers of Domino’s want a low involvement product that provides convenience, speed, and that the brand’s interfaces are user-friendly. It is such that “mobile and online ordering accounts for around 40% of Domino’s US sales”. Also, according to the chain’s CEO Patrick Doyle, “people who order digitally also tend to spend more and return with greater frequency because they like the convenience”.
Through the use of the voice ordering, it is so much faster to order your pizza. It might even be more efficient as Dom will further clarify with you what specific topping you wanted. For example, if you wanted capsicum, Dom will ask if you wanted green, red or yellow. Also, it might even avoid any sort of miscommunication or mistakes as you review what your order is.
With that, I think this app is a great example of how a brand is to empower their consumers when they purchase their products. It is such that the consumer can feel as if they have full control of what they are doing. In addition, they can do it with ease. It is important for the process to be simple and easy enough for anyone to use. At the end of the day, it is about convenience and as a brand, you want to satisfy your consumers needs.
To end off, here is a cheeky ad Domino’s made that not only showcases what Dom is all about but also presented it in a very humorous way.