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Domino Rolls Out Next Phase Of Mobile Strategy With iPad App

domino_pizza.jpgDomino’s Pizza has had an active, ongoing commitment to the mobile commerce, believing that mobile will grow into an important channel to reach their customers.

Now they have taken this commitment to the next level with the release of an iPad app that allows consumers to order their pizzas directly from their device.

The app, which was developed by mobile marketing agency Somo, follows on from Domino’s multi-platform approach, which has seen them launch iPhone and Android apps that have generated around £10 million worth of sales over the last 8 months.

As you can imagine, a key feature of this app is beautiful, high quality images of pizza – the kind that simply make you want to eat pizza. But beyond that, there is a lot of functionality built-in which will make the app useful over the long term.

Consumers can, by entering their postcode, find their nearest restaurant and access it’s menu and the latest meal deals that are available. But the really cool feature of this app is the “Create Your Own” option that allows consumer to create their custom made pizza and see what it will look like.


Another clever feature is the way that the app offers extras that can be added to the meal allowing Dominos an easy way of up-selling their consumers.

Once a consumer has finished his order he can pay for it with a Card via the app or via PayPal, thanks to its integration in the app.


Paul Francis, Head of Commercial Systems at Domino’s Pizza commented: “The launch of the Domino’s iPad app is a great extension to our mobile sales platform. The only challenge our customers face is trying to decide what pizza to have, which is exactly why we’ve made it easy for them to create their own.”

Here is a short video of Maani Safa, Product Director at Somo, demonstrating this new app (video courtesy of NewMediaAge).

[kml_flashembed movie="" width="350" height="288" wmode="transparent" /]

Carl Uminski, COO at Somo added: “Domino’s achieved fantastic sales on its iPhone app in just a matter of months and with the Android app growing as quickly as the iPhone app did when it hit the market, the demand from mobile has been phenomenal.”



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