Domino’s already has made ordering its pizza practically as easy as breathing. You can do it from your smartphone, online, inside your Ford using Sync, and on a Pebble or Android smartwatch. But if you’re plopped down right in front of the couch without as much as one personal digital appliance within arm’s reach? Until now you’ve been sunk — or had to rise.
But Domino’s has launched its first ordering app for Samsung Smart TVs, just in time for the final weekend of March Madness, when the brand expects to sell more than 1.7 million pizzas nationwide, and most of them to fans watching the NCAA men’s basketball semifinals and finals on television on Saturday and Monday.
Domino’s said that it now has enabled customers to order via their Samsung Smart TVs, yet the latest extension of the brand’s AnyWare suite of technology that gives customers the ability to order pizza on more devices and in more ways than ever before.
Its’ one more way that Domino’s is battling Pizza Hut for supremacy in the digital-ordering arena that has become crucial to the two companies’ sales and efficiency. “The great thing about this is we’re making it as easy as possible for people to keep enjoying whatever experience they’re experiencing, while still ordering pizza,” Dennis Maloney, vice presdient of multi-media marketing for Domino’s, told me. “It’s a major step change in the ordering experience if you don’t have to change anything else.”
Of course, there is some “fine print” involved. Customers who want to order Domino’s via their Samsung smart TV must have one of Domino’s Pizza DPZ -1.95% Profiles from earlier online ordering with a saved recent order — and a 2013 or newer television.
Maloney said that Domino’s is “constantly talking” with all variety of potential tech partners and that this partnership with Samsung arose from such discussions, not a definitive approach from either side to the other. “One nice thing about moving this capability to TVs is that they’re in every household, and a lot of technology is embedded in them,” he said. “We just keep continuing to add to our platform so that anyone can order, anyhow, anywhere.”
Indeed, Domino’s and No. 1 seller Pizza Hut, and to a lesser extent No. 3 Papa John’s, have been absolutely pressing the metal on digital ordering as consumers get used to the convenience of it. The chains love it because it’s more efficient for them, and online orders tend to be significantly larger than phone-in ones anyway.
Contributor: Dale Buss