Siri, meet Dom: Domino's launches voice-enabled mobile app


A computer-generated voice named "Dom," similar to Apple's Siri, will start taking your mobile device order on the Domino's app Monday, according to the pizza delivery chain, the AP reports.

Customers can place orders by speaking with Dom using their iPhone or Android device and have a "human-like, conversational" experience while ordering, says Domino's. At the same time, Domino's is still working out some technical issues with the mobile app. 

"It is not perfect. This is the sort of thing, like any other really new technology launch, you're going to learn, you're going to get better," says Domino's CEO Patrick Doyle in an interview with the newswire.

Mobility is key to Domino's expansion strategy, and mobile and online ordering account for 40 percent of its U.S. sales, which increased 5.4 percent last year at established locations. Additionally, digital customers spend more and return with greater frequency because of the convenience, Doyle tells AP.

According to a report last year by FierceMobileIT, Domino's noted that mobile ordering was its fastest growing segment.

The AP story describes the process of ordering using Dom. After activating the app and inputting delivery information, the program gives the option to order with the new feature.

"A voice that identifies itself as 'Dom' walks customers through the process by asking if they want additional toppings or other items. To pay, customers still have to type in their credit card information," the article states.

Domino's large competitors, such as Pizza Hut and Papa John's, also offer mobile ordering. However, many smaller pizza chains can't afford the technology, says Doyle.

Darren Tristano, an executive vice president with Technomic, believes it is only a matter of time before small pizza chains adopt mobile ordering technology. The technology "gap is shrinking," he tells AP.

For more:
- read the AP story

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