The world famous pizza company have taken digital ordering to a whole other level and implemented a full ordering service available through Facebook Messenger ahead of Super Bowl Sunday.
Nothing says the Super Bowl quite like take away pizza and chicken wings and very conveniently just in time for Domino’s busiest day of the year the pizza giant are allowing customers to place any order through the mobile messaging app. The move puts Domino’s as the first national pizza chain to fully capitalise on Facebook messenger and users who want to order a pizza will be guided by the Chatbot ordering assistant Dom…
There are 49.2 million cases of beer sold on Super Bowl Sunday alone and according to the coupon website, RetailMeNot.com, Americans will buy 12.5 million pizzas on Super Bowl Sunday with the total spent around $330 million. Although Dominos probably take a hefty share of this anyway the decision to enhance the ordering process for fans is an obvious one that could convert potential rival customers.
The development builds on the previous system that allowed users with a ‘Pizza Profile’ to order from a limited menu. Dennis Maloney, Domino’s Senior Vice President and chief digital officer said, “Launching Messenger ordering with Pizza Profiles was a great first step, but Dom’s ordering capabilities are continuing to advance as Domino’s AnyWare technology evolves”.
Chatbots are becoming more advanced and Facebook is making strides to become a complete one-stop all service platform. The link between the two is simple, consumers want a smoother, more personal and direct experience. The need for immediate gratification and response are at the centre of today’s consumer market, and this is the reason why so many companies from all different sectors are investing and developing Chatbot services. Gatner predict that by 2020, 85% of all business to customer interactions will come through AI chat services.
Whilst proving to be an innovative technology / method for lighter activities like mining and delivering knowledge based information Chatbots and can be optimised for marketing services. However a great deal of behavioural and social change is needed before we are comfortable to coexist with bots.
The move from Domino’s should not only improve revenue but will also put some heat on rivals like Pizza Hut to further develop their own version of AI assisted ordering.
Deputy Editor & Social Media Specialist