Friday, April 28, 2023

Domino's Hand-Held Marketing Works


Regular readers of this blog know that back in the day service mattered and all restaurant marketers were worried about the ‘veto’ vote.  That is the one person in a party of four that did not like seafood, beef, or Thai for example. 

Domino’s brand foundation was built on speed and they are edifying that core value with no ‘In-Car Ordering’. According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® speed of service continues to be top-of-mind with consumers. 

Just what is a marketer going to do?  Sit back and let customers migrate? Or are you going to edify your price, value, service equilibrium? That formula has evolved with Gen Z and Millennials today.  Dominos has elevated service / speed to a degree that it is creating a positive point of differentiation in the marketplace.  Foodservice Solutions® Grocerant Guru® has once again retooled, reevaluated, calculated then evolved the formula and here is the new formula:  Price + Quality + Social + Portability = Value.  Johnson asks, are you creating a qualitive point of differentiation?

Consumers want more convenience.  The ability of ordering a delicious meal from your car, but without waiting in long drive-thru lines, does just that.  Now Domino's Pizza Inc. has you covered! The largest pizza company in the world is giving customers a new and more efficient way to order while on the go: via Domino's iOS app on Apple CarPlay.

So, now consumers have two ordering options via Domino's app on CarPlay: "Tap to Order" or "Call to Order." Tap to Order lets customers submit their saved Easy Order or one of their most recent orders, while "Call to Order" allows them to place the order of their choice, hands-free, by talking to a customer service representative.

Christopher Thomas-Moore, Domino's senior vice president – chief digital officer, stated, "Domino's has been known as the industry leader when it comes to pizza and technology, and we're constantly striving to continue providing the best experience to customers. That's why we launched Domino's app on CarPlay," says. "We know how frustrating it can be to wait in a drive-thru line just to place an order. Domino's app on CarPlay is a great alternative to that, as customers still have the convenience of staying in their car, and can place an order from wherever they are, without waiting in a long drive-thru. It's yet another way we're bringing more ease and ordering options to customers across the U.S."

How Does It Work?   Ordering Domino's via CarPlay is easy! To do so, customers simply need to:

·         Download Domino's iPhone app

·         Log into their Pizza Profile

·         Have a saved Easy Order or recently placed order (in order to use "Tap to Order")

·         Select Domino's app on Apple CarPlay and voila! Ordering is at your fingertips.


In case you did not know, Domino's is the first pizza company and one of the first quick service restaurant brands in the U.S. to offer easy on-the-go ordering via CarPlay. In addition to placing an order via Domino's on CarPlay, customers can also track the status of their order via Domino's Tracker. Domino's app on CarPlay is the brand's newest AnyWare ordering platform – a suite of technology that allows customers to order from wherever they are, using whatever device they prefer. Other AnyWare ordering platforms include ordering via Apple Watch or with an emoji via text.

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

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