Domino's set off on a multi-year journey to become an ecommerce powerhouse. Sparked by the insight to grow the online ordering business due to better profitability and customer satisfaction, we set the goal to reach 50% digital orders by 2015, and the internal vision to "behave like a technology company." To begin, we focused on building engaging digital platforms that would communicate the brand story, serve as the proof-point to our campaigns, and raise awareness for online ordering.
People love using emoji. They love texting with them, and more recently, tweeting with them. In fact, emoji are now half as common as the # symbol. Yes, on Twitter.
That's why we created emoji ordering. Create an account on Dominos.com, save an Easy Order, link your twitter handle or mobile phone number, and then tweet or text the pizza emoji to @dominos or DPIZZA. 30 minutes later your order will be delivered to your front door.
Emoji Ordering is part of a new suite of technology called Domino's AnyWareTM, enabling customers to order whenever and wherever. Other ways to order include Pebble and Android smartwatches, Smart TVs, and Ford Sync.
Domino's Emoji Ordering captured the attention of the press, and infiltrated pop culture. It was covered by USA Today, TIME, Good Morning America, The Today Show, Jimmy Fallon, Ellen DeGeneres and more. Thousands signed up to emoji order the moment it launched, and each order placed is advertising for Domino's. The campaign received a Cannes Titanium Grand Prix and Grand Clio, and in total more than 1.2 billion earned media impressions were generated. Online ordering now accounts for nearly 60% of all orders.