Domino's Pizza delivers SMS ordering

Hungry customers of Domino's Pizza are now able to place their order via SMS, building on the chain's internet ordering service which now accounts for more than one in 10 of its pizza orders.

According to Domino's IT director, Jane Kimberlin, the aim is to add sales through providing multiple channels to the customer.

She said: "It's about matching our offer to customers' lifestyles."

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Customers are encouraged to register set orders on the company's website and attach keywords to them that can be easily texted to the shortcode 61212, and the desired pizza should arrive within 30 minutes from the nearest Domino's outlet. Customers can opt to register payment card details or they can pay cash at the door. Only one address can be registered per handset.

Kimberlin said: "We've found that customers generally order to only one address. One instance where the service is useful is where parents want to order for their children but they want to pay for it themselves."

Cheat Sheets

♦ Mobile location-based services
♦ FMC
♦ 3G

She added: "Email is passé for the younger generation. This is another way for us to reach our customers. We like to be the first to launch into another channel."

Since the service was first offered three weeks ago 2,000 customers have registered for it.

The service is integrated heavily into Domino's existing internet ordering system in the back end, with SMS services provided by Altaine. Vexed digital provides the web fulfilment system.