Domino’s introduced a Snapchat Lens over the weekend that allowed users to order pizza without leaving the app. The activation continues an ongoing trend of Domino’s using technology and convenience to secure its place at the top of the pizza market.
The pizza brand surpassed Pizza Hut earlier this year as the market share leader with a 17 percent hold of the quick-service pizza business. Domino’s has taken significant strides in terms of customer approval since its recipe overhaul in 2010. A contributing factor is the adoption of technologies likely to be used by young consumers and those on-the-go.
This week, Domino’s launched a Snapchat campaign that used an AR lens to order pizza. Taking a selfie with the front camera overlaid sunglasses with a reflection of pizza in the lenses. Using the back camera superimposed a virtual Domino’s pizza box that opened to reveal a pepperoni pizza. From there, users could tap on a call-to-action button, requesting delivery without having to leave the app.
Domino’s has added over 200,000 “hotspots” around the US where pizza can be delivered outside of a business or residence, such as a park or sporting event. To help promote the use of this new feature, Domino’s introduced a contest on Monday that offers round-trip accommodations to any hotspot city for two days. The promotion is open to Piece of the Pie Rewards members only.
Speaking of delivery, the pizza brand launched a campaign called “Paving for Pizza” in June that repairs local roads. Fixed potholes in each city were spray painted with a Domino’s Pizza logo and the words, “Oh yes we did.”
A virtual pizza-ordering assistant named Dom was introduced in 2014 and Domino’s began a test in April to see if human phone operators could be replaced with the AI. Dom also serves as the voice of the brand’s pizza tracker, informing customers about the progress of their order.
“We believe natural voice recognition is the future, as seen by the rise in virtual assistants, such as Amazon’s Alexa and Google Home,” said J. Patrick Doyle, Domino’s president and CEO, in a statement. “More importantly, artificial intelligence provides great learning platforms that will enable us to do more to deliver convenience for our customers and better job experiences for our team members.”
Doyle went on to say that the brand hopes to become 100 percent digital in the future. Generally speaking, online delivery in the US is expected to account for 54 percent of gross merchandise volume this year, according to NPD and Cowen, Inc. Domino’s has been an early adopter of digital integration, placing it at an advantage over competitors. The brand’s largest competitor, Pizza Hut (through parent company Yum! Brands) took a $200 million stake in GrubHub earlier this year, adding even more pressure for Domino’s to stay ahead of the digital game.