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Domino's Watch
Consumer Trends

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This article was published in the April 2015 issue of STORES Magazine.

If Domino’s digital team had a fight song, it would be Journey’s “Any Way You Want It.”

The pizza chain recently added a smartwatch app to the list of ways tech-savvy pizza fanatics can order their cheese fix: iPad, iPhone, Android, Windows Phone 8 and Kindle Fire — not to mention by phone or online order.

The app, available for Pebble and Android Wear devices, allows users to order delivery in three clicks — provided they have an existing profile with a saved or recent order in it. The app also tracks the progress of an order once it’s been placed, from prep to oven to out for delivery.

Working within the constraints of a small footprint, the app is a simplified version of those developed for the web or mobile devices. Users will need to have an “easy order” saved to their account; it’s impossible to create a customized order using the watch.

Domino’s has proven to be a trailblazer on the tech front. The company was among the first to offer mobile ordering and included a three-dimensional pizza builder via an iPad app. Last year it added “Dom” — an intelligent virtual assistant that provides users the option to use a Siri-like voice activated system to place an order.

According to Entrepreneur, the company’s investment in tech services is paying off: 50 percent of Domino’s sales are through digital channels.