Domino's turns to Amazon Echo to let customers order pizza using only their voice

Domino's worked with its innovation agency We Are Social on the launch

Domino's has enabled voice-activated Amazon Echo ordering in the UK, meaning customers can now have a pizza delivered without lifting a finger.

Users can ask Alexa via the Echo or Dot devices to 'launch Domino's', which will then put then in contact with the pizza brand's AI personality Dom who will respond to their queries in a fun way – reflecting the brand's own tone of voice.

Customers using the Amazon Echo or Dot to place orders must have enabled an Easy Order profile within the brand's app, which saves customers' favourite orders so they can request them on-demand.

Domino's ordering via Alexa has been enabled in the US since February last year. In the UK, the delivery giant is the first of its kind to launch voice ordering through the software.

Domino's worked with its innovation agency We Are Social on the UK launch, with the move following on from the unveiling of a 'Pizza Bot' last year; which affords hungry people the chance to order pizzas directly within Facebook Messenger.

The brand is no stranger to PR stunts focused on innovation, but its latest pivot towards Alexa could prove useful for customers with millennial consumers in particular having shown a strong acceptance of voice-enabled assistants.

"Domino’s has a passion for innovation and is always looking to try something new," said Tom Ollerton, innovation director at We Are Social. "We’ve enjoyed working with Domino’s technology team to make this happen with the Echo ordering - it’s a perfect example of how Domino’s uses technology to make life easier for its customers."

Towards the end of last year Domino's shook up its marketing department in the UK, enlisting former BHS marketer Tony Holdway as chief marketing officer.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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