Dominos Launches Zero Click Pizza Ordering

Zero-Click OrderingJust when you thought ordering a pizza couldnt get any more convenient, Dominos Pizza has introduced zero click pizza ordering via a new app available for iOS and Android from today to customers in the US.

The Zero Click app aims to refine Dominos existing Easy Order system, which was introduced in 2013 and means the ordering experience takes only five clicks. The new app reduces that down even further, to a seemingly impossible zero clicks.

Once the app is downloaded and the user has linked it to their existing Dominos Pizza profile, they can order their saved Easy Order (a favourite pizza which they have previously selected on the main app) simply by opening the app.

When the app is opened, it begins a 10 second countdown timer, giving the user a chance to cancel it. Once it reaches zero, the pizza is automatically ordered, using the customers existing details.

“We think about how to make digital ordering better all day and all night,” said Dennis Maloney, chief digital officer at Dominos. “Zero-click ordering is a dream come true for us. Im not saying the idea came to me in a dream (and Im not saying it didnt), but I challenge someone to dream up an easier way to order.”

While the system is undoubtedly incredibly convenient (as long as youre happy to get the same pizza topping every time), users will have to be careful they dont accidentally leave their phone unlocked in their pocket or purse and end up ordering a Double Pepperoni 25 times.