ANN ARBOR MICH. Domino’s Pizza customers can place orders by sending text messages from their Web-enabled cell phones is giving the chain’s new online ordering capability a mid-single-digit percentage boost in volume, sources at the chain indicate. —A new system through which
The near-5-percent sales increase and apparent popularity of text message ordering suggests that many consumers who use the Internet to order food would enjoy being untethered from their computers and using their mobile phones when they make such transactions. —A new system through which
Some 2,700 Domino’s outlets so far are accessible by text messages, or about half the pizza chain’s 5,128 U.S. outlets. Domino’s is expanding the service, initiated in September, to an unspecified number of stores, said Rob Weisberg, vice president of precision and print marketing for the pizza chain, based here. —A new system through which
“There will be a lot of activity [with text message ordering] in the coming months,” he said. —A new system through which
Meanwhile, Louisville, Ky.-based Papa John’s Pizza earlier this month launched a text messaging order option at all 2,700 of its U.S. stores. Also, New York-based Mobo Systems Inc., which supports online and text message ordering for about 200 restaurants through the website
Weisberg of Domino’s said the number of individuals registering online to use the cell phone ordering service is comparable to the number registering to accept e-mail marketing messages from the chain. For order confirmation purposes, text message orders must agree to accept e-mail replies from Domino’s, he explained. —A new system through which
In essence, the mobile-ordering service is an enhancement of Domino’s rollout of online ordering, which occurred earlier this year. —A new system through which
Weisberg said customers’ reaction to the mobile-ordering option has been “extremely positive,” with consumer feedback indicating that users find the system easy to navigate. —A new system through which
“We designed the service so that a person stopped at a red light could conceivably place an order via three or four quick clicks on a mobile device, then receive a delivery in 30 minutes,” he said. —A new system through which
To use the system, registered users of Web-enabled cell phones log on to mobile.dominos.com and enter their choice of pizza, side items and soft drink, along with a delivery address. They also can enter their credit card information, if they wish. —A new system through which
The ordering process is simplified in part through what Weisberg called a “sniffer” application developed for Domino’s by Chicago-based HS2 Solutions. That technology streamlines the mobile.dominos.com interface, determining the make and model of the handset from which individual mobile orders are being placed. Based on that information, data transmitted to the cell phone is adjusted automatically for the size and shape of screens on each mobile device. —A new system through which
Also making the service easier to use is the fact that users of the system can enter their Domino’s online-ordering identification and password to retrieve all previous orders saved on the system. —A new system through which
Such orders carry over to users’ mobile devices, including any coupons that may be associated with the order. —A new system through which
Once orders are placed, a “store locator” capability built into the sniffer application determines which Domino’s branch should receive the order, based on the address associated with the customers’ mobile number. —A new system through which
“We have very defined trade areas, and the store locator enables us to offer the service while being entirely fair to our franchisees,” Weisberg said. —A new system through which
Orders are simultaneously displayed on stores’ point-of-sale systems—which run a Domino’s-developed program called Pulse—and the monitors of the kitchens’ “make lines.” —A new system through which
Kitchen printers linked to the monitors generate slips with order details and pizza box labels with customers’ addresses. Separate point-of-sale receipts for customers paying with credit cards also are created. —A new system through which
The system’s encryption of credit card data adds a safety net to the electronic-payment process, Weisberg said. —A new system through which
Integrating the mobile-ordering system with Pulse was a relatively straightforward process, because the latter was developed in an O/S programming language, said Weisberg, who noted,” It was really a ‘plug-and-play’ scenario.” However, he said, Domino’s did encounter some glitches during a rigorous, months-long evaluation period that entailed placing “hundreds, if not thousands” of test orders from corporate headquarters. —A new system through which
“There were a few instances where errors in lines of code popped up somewhere along the ordering continuum, but they were rectified as we went along,” Weisberg said. —A new system through which
The Papa John’s mobile-device ordering service also requires users to register online to create accounts. They can save four favorite orders, along with a delivery address and payment preference. Users can select “FAV1,” “FAV2,” “FAV3” or “FAV4” to text message orders. Papa John’s sends a reply, and customers have the option to change or confirm their orders. —A new system through which
Papa John’s chief executive Nigel Travis said text ordering “will allow us to reach a different group of customers who prefer text over online and e-mail.” —A new system through which
The chain also is using the system to send promotional information and advertisements to cell phone users who sign up for the text service, though users can opt not to receive ads. —A new system through which
