Now the UK can order its favourite Domino’s pizza with a single click

Domino's has released its ‘one touch’ payment system which enables consumers to order their favourite pizza via the app in the UK.

Coinciding with the streamlining of its ordering process, the pizza chain will also run a competition in December enabling fans to win a physical one click order button – which pairs with the app.

The internet of things (IoT) enabled buttons, developed by project partner FLIC, will be made available to Domino's fans via a social media-led competition – the details of which are yet to be announced.

Dr Sheila Malone, marketing and consumer psychology lecturer from Lancaster University helped Domino's with the conception of the button, she said: “We live in a world that is time-precious and we are constantly on-the-go. Innovations, which let the customer consume all at the touch of a button are designed to provide a greater sense of ease accessibility and to help to address the demands of our hectic lives.

“Plus there is an intrinsic satisfaction directly linked to pushing buttons, which is derived from the achievement and reward fulfillment process, which is inherent in each of us.”

Simon Wallis, sales and marketing director Domino’s Pizza Group explains, said: “The Domino’s app has been downloaded over 10 million times and 75 per cent of our orders are now online. We also know that our customers love innovation, which further improves the ease of ordering such as our Pizza Tracker.

“With this in mind we challenged our tech wizards to go a step further and create the one-stop Easy Order. We’ve had a lot of fun creating the Easy Order and hope our customers will love it too”.

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