Hungry? Order Domino’s With Zero Clicks
April 11, 2016
The continuous effort to reduce friction in card-not-present payments reached another milestone late last week when Domino’s Pizza introduced a new mobile app that enables zero-click ordering. Domino’s customers who download the app and link it to a Domino’s Pizza profile, can order and pay for a pizza without doing anything but opening the app. After opening the app, if the customer does nothing during a 10-second countdown, the preferred meal stored in the profile will be automatically ordered, paid for and delivered without ever having made another click. Customers who prefer a different order can swipe to stop the timer and order something else, which requires more clicks.
“We think about how to make digital ordering better all day and all night,” said Dennis Maloney, chief digital officer at Domino’s. “Zero-click ordering is a dream come true for us. I’m not saying the idea came to me in a dream (and I’m not saying it didn’t), but I challenge someone to dream up an easier way to order.”