Domino’s lets mobile customers hold the clicks

Domino’s Pizza has built a reputation for speedy delivery, and now the chain wants to be known for fast mobile ordering.

Domino’s Pizza is now allowing mobile consumers to “hold the clicks” when they digitally request a delivery. The new Zero Click iOS/Android app from Domino’s lets customers who use its streamlined mobile “Easy Order” service further reduce the ordering process from five clicks to none.



Customers can download the app and link it to a digital Domino's Pizza Profile. When the new app is opened, the saved Easy Order is automatically re-ordered without a single tap, swipe or click. Customers will see a 10-second countdown timer before the order is placed, giving them a chance to stop their order.



"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."



Domino’s is delivering what is probably the fastest way to place a digital order short of embedded or thought-reading technology (both of which may become a reality sooner than anyone thinks). Particularly for millennial and Gen Z consumers who both eat a lot of pizza and have grown up in an “on-demand” world, Zero Click should hold some appeal.



However, this model only really applies to simple orders that are frequently repeated. In addition to fast food, ordering with the simple opening of an app could work for purchases such as grocery and CPG staples, but would not be well-suited to more complex and less frequent purchases such as apparel.