nb_cid nb_clickOther -tt-nb this.style.behavior='url(#default#homepage)';this.setHomePage('http://www.aol.com/?mtmhp=acm50ieupgradebanner_112313 network-banner-empty upgradeBanner
14
Search AOL Mail
AOL Mail
Video
Video
AOL Favorites
Favorites
Menu

Domino's introduces a 'Siri' to take mobile orders

By Candace Choi

Domino's Pizza Trying to Expand Brand Reach

NEW YORK (AP) - Domino's is introducing its own version of Siri.

The pizza delivery chain on Monday plans to introduce a function on its mobile app that lets customers place orders by speaking with a computer-generated voice named "Dom." The rollout is part of an ongoing push by Domino's to take business away from rivals and smaller pizza shops by offering more convenient ways to order.

The company, based in Ann Arbor, Michigan, says the updated app for iPhones and Android devices will deliver a "human-like, conversational" experience, but notes that it will take some time to work out the kinks in the technology.

"It is not perfect," Domino's CEO Patrick Doyle said in an interview. "This is the sort of thing, like any other really new technology launch, you're going to learn, you're going to get better."

Already, mobile and online ordering accounts for 40 percent of Domino's U.S. sales. Growing that portion of its business has become a priority for the chain, with customers increasingly saying they prefer to place orders that way. People who order digitally also tend to spend more and return with greater frequency because they like the convenience, Doyle said. Meanwhile, he noted that smaller pizza shops don't have the money to invest in such technologies.

"It is clearly an area where we'll be able to leverage our scale," he said.

Although other factors have played a role, Domino's credits its digital platforms for helping drive sales. Last year, the company's domestic sales rose 5.4 percent at established locations.

Still, compared with many other cuisines, the pizza industry remains fairly fragmented. Four of the national biggest chains - Domino's, Pizza Hut, Papa John's and Little Caesars - together have a little more than 40 percent of the market, according to Doyle.

Darren Tristano, an analyst with the industry tracker Technomic, said the major chains have the potential to grow their market share by leveraging national marketing campaign and the ability to offer steeper discounts. And while sophisticated digital ordering platforms give the big chains an edge, Tristano said those technologies will eventually become cheap enough for smaller players to adopt.

"That gap is shrinking," Tristano said.

For now, the voice ordering function on the Domino's app is fairly simple.

After pulling up the app, customers type in their address and are taken to the ordering page where they can push a button to order by voice. A voice that identifies itself as "Dom" walks customers through the process by asking if they want additional toppings or other items. To pay, customers still have to type in their credit card information.

Domino's Pizza Inc., which has 5,000 U.S. locations, is partnering with Nuance Communications to offer the technology.

Join the discussion

1000|Characters 1000  Characters
hanlon1212 June 16 2014 at 7:37 AM

DOMINO'S underpays their employees and screws over part timers while blaming
affordable healthcare for the needy .

I buy from family businesses that provide much better quality .

Flag Reply +7 rate up
3 replies
RANDYTHOMAS711 June 16 2014 at 7:40 AM

Gee...So now I can order the same horrible pizza, only faster !!

Flag Reply +6 rate up
2 replies
Dan RANDYTHOMAS711 June 16 2014 at 8:30 AM

Why do you keep ordering it if you do not enjoy eating it?

Flag Reply +1 rate up
Don Collins RANDYTHOMAS711 June 16 2014 at 9:37 AM

Domino's changed their crust and better ingredients , I think they are really good !!!!!!!!!!!!

Flag Reply +1 rate up
dwtomczyk June 16 2014 at 8:40 AM

what dominos is to pizza starbucks is to coffee

Flag Reply +3 rate up
1 reply
Barbara dwtomczyk June 16 2014 at 9:24 AM

Starbucks is an excellent company to work for, pays FULL benefits for it's part time employees, higher wages than minimum wage...don't ever downtalk Starbucks. You pay a lot for coffee but their employees are well compensated and for that......I'll happily pay more.

Flag Reply 0 rate up
3 replies
Beth June 16 2014 at 7:41 AM

Of course you could call and order for a human like exchange.

Flag Reply +3 rate up
paccollectibles June 16 2014 at 8:29 AM

Be nice if they actually made PIZZA too!!!

Flag Reply +2 rate up
1 reply
Steve paccollectibles June 16 2014 at 9:05 AM

That's funny.

Flag Reply +1 rate up
CAPTJOHNNIE June 16 2014 at 8:58 AM

IT WOULD BE NICE IF DOMINOES PUT THE SAME EFFORT AND MONEY OF TRYING TO BE HIGH TECH INTO CREATING SOME DECENT TASTING PIZZA. SOMEONE THERE AT CORP HAS SOME TERRIBLE TASTE BUDS. DOMINOES IS TIED WITH THE BOTTOM OF LIST WITH CICI'S PIZZA......................MOM AND POP PLACES ALMOST ALWAYS MAKE A BETTER PIE THAN COMMERCIAL COMPANIES BUT THERE ARE A FEW THAT ARE NOT TOO BAD. I AM NOT NAMING ANY NAMES TO DRAW BUSINESS AWAY FROM DOMINOES, I AM TRYING TO GET A WORD TO DOMINOES THAT THEIR PIES ARE FAR LESS TASTY THAN ALMOST ANYWHERE ELSE...........SPEND LESS ON ADVERTISING AND GIMMICKS AND MORE MONEY ON TASTE AND YOU WILL FINID WORD OF MOUTH WILL BRING YOU ALL THE BUSINESS YOU CAN HANDLE................................CAPT JOHNNIE

Flag Reply +2 rate up
Brandon June 16 2014 at 9:13 AM

They say you still have to type in your address and credit card info with the app, I don't think the voice feature would be easier than just ordering online.

Flag Reply +1 rate up
Auntie's Mail June 16 2014 at 4:04 PM

Too bad Domino's pizza taste like cardboard! I would take their pizza even if it was free!

Flag Reply 0 rate up
imavege June 16 2014 at 10:26 AM

They make billions of things a year but not one decent pizza.

Flag Reply 0 rate up
Ralph Seda June 16 2014 at 10:45 AM

Once you leave N.Y.C. there's no such thing as pizza!!..Forget about the frozen supermarket or chain delivery stuff!!..Chicago has a deep dish casserole they like to call pizza!!..It's pretty good, but no, it's not pizza!!..Go to a mom & pop pizza shop in an Italian neighborhood for the real deal!!..All else is just a pale imitation!!...

Flag Reply 0 rate up
aol~~ 1209600

Voting...

1414046349490

World Series

More From Our Partners