Domino’s launches ‘one tap’ ordering for Apple Watch

Domino’s lovers with Apple Watches can now order their favourite pizza with one tap, further expanding the number of ways customers can make orders.

The ‘one-tap’ easy order app for Apple’s smartwatch automatically picks the nearest location to the wearer. Domino’s had previously told The Drum that it would launch on the Apple Watch, seeing it as another way to generate sales by being on as many channels as possible.

The pizza maker was braced for its busiest day on New Year’s Day, with almost 2.3 million slices of pizza tipped to be delivered. Stores across Britain expected a 97 per cent increase in orders on the day compared to a usual weekday.

"Pairing the new easy order with the Apple watch – the ultimate convenience gadget – is a match made in heaven. The possibilities of smartwatch ordering mean our pizza fans will never be further than a wrist tap away from their emergency 'pepperoni passion' or 'Texas BBQ'," said Simon Wallis, head of sales at Domino's UK.

Domino’s has been aggressive in offering customers different ways to make orders in the belief that the easier it makes ordering pizza then the more sales it will generate. Consequently, it launched an order by emoji service in the US and recently allowed Xbox users to order pizza’s from their consoles.

It would appear the strategy is paying off. Like-for-like sales rose 10.3 per cent in the UK and Ireland in the six months to June. The company expects to sell 15 million more pizzas in 2016 compared with 2015.

Seb Joseph

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