Domino’s Pizza Customers Can Now Order Via Facebook Messenger

There’s a reason millennials like Domino’s: It makes it really easy to order pizza on the go or on social media. And that ease of use just got even easier with the addition of placing orders via Facebook.

According to the company, U.S.-based customers can order pizza through Facebook Messenger without having to talk to a human being. Those with an existing Pizza Profile can reorder their most recent pizza order or they can place an Easy Order, which enables them to manually configure their order via their online account. Domino’s introduced a similar service in the U.K. and Ireland in August. To initiate the order, customers can use a pizza emoji or hit recent order or easy order to start the process. Orders can be tracked via the Domino’s app.

For some time now, Domino’s has been aggressively courting millennials and using technology to lure them. It launched its AnyWare technology strategy, which aims to give customers the ability to place an order using any one of a multitude of platforms. They include voice ordering through Dom, the company’s order-taking app; placing an order via its Twitter feed, where customers can use a pizza emoji to place an order; and through text messaging. Customers can even shout out an order to Amazon’s Echo, Samsung’s Smart TV and Ford’s Sync, if they are in the car. Domino’s recently expanded its digital-ordering offerings to include the ability to place an order through smartwatches.

To Baby Boomers, who witnessed the birth of the Ann Arbor, Mich.-based pizza chain, it may seem easier just to phone it in, which still is possible to do. But for millennials, who grew up with mobile devices attached to their hips and who would rather text than talk to someone, it seems to be resonating, with half of Domino’s sales coming from digital channels, according to BTIG Analyst Peter Saleh. Domino’s has said that customers tend to order more when using a digital venue, as opposed to a phone.