The encyclopedia · Strategy & Leadership · Strategic decision · 2015
Domino's let customers reorder by tweeting a pizza emoji
Domino's let loyal customers reorder by tweeting a pizza emoji, confirming via DM, no app needed.
Domino's (AnyWare / emoji ordering)
the move
By 2015 Domino's had spent several years rebuilding itself as a technology company that happened to sell pizza, with online and mobile ordering already driving a majority of US sales and a 'Pizza Profile' letting customers save a default 'Easy Order.' The natural next move for a digital-forward chain chasing more repeat orders was the standard one: refine the app, add push notifications, shave taps off checkout.
Instead, under the banner 'AnyWare,' Domino's spent 2015 rolling out ordering through channels it did not own or control at all — Ford Sync, Samsung Smart TV, Amazon Echo, Slack, smartwatches, and, launched May 2015, Twitter itself. A customer with a saved Easy Order on file could tweet the pizza emoji, or the hashtag #EasyOrder, to @dominos and get a direct message back to confirm, completing a transaction without opening the Domino's app or website at the moment of order.
Domino's let any customer who had already saved a default order in a Domino's Pizza Profile trigger a full repeat order by tweeting a single pizza emoji, or the hashtag #EasyOrder, to the company's Twitter account; Domino's replied by direct message asking for confirmation within a time window, and confirming completed the purchase — no app, login screen, or menu required at the moment of ordering.
why it works
- Customers already had a saved order, so the tweet was a simple trigger.
- Twitter was already a daily habit, so no new app install or login.
- The emoji was a fun, memorable gesture that generated media buzz.
- DM confirmation kept the transaction secure and clear.
what transfers
For repeat purchases, find the shortest confirmation gesture on a channel customers already use, not a new app.
what came after
The launch and the emoji-heavy teaser campaign that preceded it won the Titanium Grand Prix at Cannes Lions 2015 and were widely reported to have generated on the order of 1.2 billion earned media impressions. Contemporaneous tech press coverage was more skeptical of the mechanism in practice: ordering by emoji only worked for customers who had first created a Dominos.com account, built a Pizza Profile, and placed at least one order through the website to set up 'Easy Order' — the tweet was a confirmation gesture layered on top of an already-established relationship, not a cold-start way to bu
references
- Domino's Tweet-To-Order System Isn't As Great As It Sounds
- It's Simple: Tweet Emoji. Get Pizza Delivered. Win Grand Prix.
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