Michigan-based restaurant company Domino’s Pizza Inc., announced at the 2014 Consumer Electronics Show in Las Vegas last week that they have partnered with Ford, the Michigan-based automaker, to include their Easy Order mobile app that will allow customers to place orders hands-free from their cars through Ford’s voice-activated SYNC system. The in-car capability is expected to be ready for the more than 1 million Ford cars equipped with the SYNC AppLink in-car system by the middle of 2014.
“This is, no question, one of the coolest in a long list of recent technology innovations for Domino’s,” chief executive Patrick Doyle said in a statement. “To be able to partner with a brand like Ford, with its terrific SYNC technology, to offer yet another way to bring our ordering app experience to life makes it all the better.”
“It’s not an open-ended ordering solution where you can sync the app to the car’s system and get the Domino’s on X road in X city,” Domino’s spokesman Chris Brandon told Restaurant News. “While it’s really cool, innovative and advanced, it’s actually very simple from the consumer standpoint. For the stores, it’s just like taking another order from the mobile app.”
He added that, while the ability to place an order from the car hands-free could lead to some increased frequency, Domino’s does not have targets for getting incremental orders for more carryout versus more delivery, or more core menu items versus more limited-time offers, through the new in-car function on the mobile app.
“It’s not about pushing anything in particular,” Brandon said. “It’s about pushing the ability for customers to get what they want from us, and having a cool, convenient way to place that order. Our mobile-app users are a little more savvy with having the app, a ‘Pizza Profile,’ a saved favorite order and all those elements.”
Domino’s gets more than 40 percent of its sales at its nearly 5,000 domestic locations via digital ordering, he added.
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