Domino’s Baking Up Tweet-To-Order

Send a tweet, get a pizza delivered to your door.

That’s the thinking behind Domino’s upcoming “tweet to order” service, set to debut May 20. Once the feature is in place, notes USA Today, the pizza chain will be the first big-name restaurant to implement Twitter in such a fashion on a continual basis.

As if the concept of placing and completing an order with a tweet weren’t simple enough, using actual words won’t even be a requirement: Domino’s told the outlet that hungry customers will be able to carry out the transaction merely by tweeting a pizza emoji to @Dominos.

“It’s the epitome of convenience,” Domino’s CEO Patrick Doyle told USA Today. “We’ve got this down to a five-second exchange.”

The report makes the case that the “tweet to order” service is a natural evolution for Domino’s, as more than 50 percent of orders with the chain already occur in the digital space.

Doyle spoke openly of the fact that the company is looking to make headway in the realm of technology. The number of technology employees at Domino’s Ann Arbor, Michigan headquarters has grown from 50 a decade ago to five times that number today.

Rebecca Lieb, a digital advertising analyst at Altimeter Group, said that she believes Domino’s will enjoy “a burst of publicity” from the Twitter-based service. She suggested that could translate to a tidy profit for the pizza chain, particularly during the period immediately following the feature’s rollout, as consumers may choose Domino’s over the competition out of curiosity as much as anything else.

USA Today notes that Twitter stands to gain from the hookup, as well, as it fits part and parcel with the company’s already-in-progress evolution from a social media service to a space for marketing and commerce.

“Our hope is that advertisers will keep innovating this way,” Twitter spokeswoman Genevieve Wong is quoted in the story. “Twitter is the best platform to be creative like this.”