Domino’s gets ordering out of your phone and into your car
Domino's Pizza is accelerating efforts to deliver car-based mobile ordering.
The pizza chain is working with Xevo Inc., provider of the Xevo Market automotive commerce solution, to preload the latest version of the Domino’s Anyware digital ordering platform into cars. Customers will be able order Domino's purchases with a few taps on their vehicle's touchscreen.
Once the customer is logged in, they have the option of ordering a preset “Easy Order” or most their recent order, and can then track it with the Domino's Tracker, feature so they know when it's out of the oven. Customers can locate their local store and call in an order from the in-car interface, as well. The Domino's ordering feature will be automatically loaded on millions of cars with the Xevo platform starting in late 2019.
"At Domino's, we want pizza ordering to be simple and always within reach, no matter where a customer happens to be," said Chris Roeser, director of digital experience at Domino's. "This new AnyWare platform will make ordering pizza easy, whether you're in the car waiting for the kids to finish soccer practice or you're on your way home from work."
In-car pizza ordering is not a new phenomenon. In 2014, Domino’s piloted a link between its mobile app and the Ford SYNC in-car connectivity system for voice-activated ordering of saved “Easy Orders.” In 2015, Pizza Hut, Visa and Accenture teamed up to test voice-activated orders placed from a driver’s dashboard using the Visa Checkout digital payment service. But this major rollout of a preloaded integration between a connected vehicle and the Domino’s consumer app is shifting the concept to a whole new gear.