In an attempt to get ahead of competitors on the tech curve, Domino's has recently launched a new app that allows customers to voice order their food, similar to the way Siri functions on the iPhone. The idea behind it is that mobile ordering will soon deviate from having to type orders or navigate a bunch of pull-down menus and voice ordering offers a faster and more direct method of ordering pizza for customers.
Another major factor that went into the development of the app is the trend towards not making customers interact with humans unless it's necessary. A surprising amount of people would rather not have to interact with employees for a variety of reasons, so the app gives them more incentive to order from Domino's than other companies where they would have to either call in or go online to order. In fact, a study by Google determined that 55% of teens and 40% of adults use voice search.
In order to use the app, a customer simply launches it and touches to talk to "Dom" the computerized voice programmed into the app. The app and other forms of marketing, including ads and social media campaigns, has been part of Domino's overall rebranding that started with the recreation of its pizza recipe. With Domino's already holding the position of the top pizza chain, it is likely that tech innovation like the ordering app will help the company maintain its position atop the market.
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