Person selecting shredded mozzarella cheese topping on a pizza customization screen on a tablet, with a picture of a cheese pizza on the display.

Black and white pixelated image of a person with long hair.

Turned a pizza company into a tech company

Order your favorite Oven-Baked Goodness your favorite devices

Ordering Domino's online is more enjoyable than calling the store–it's also more profitable. With a business goal to grow the digital business to 50%, we looked to culture to find the answer. And culture was, and is, obsessed with their tech devices. We wanted to be where our customers were, so we created a new digital platform with a handful of new ways for customers to order Domino's pizza. No matter what people's favorite tech devices were, we were there, with pizza.

This was a not-so-typical project you’d expect from an “ad agency",” as we put forth the product inventin, digital strategy, business implications and backend infrastructure (UX, Design, Prototyping & Dev. After we did all that, we then of course then brought it to market with advertising.

The Launch Campaign

Like most big tech and mobile advertising, they use celebs, so we of course did the same thing but with a pizza twist. We had celebs push their favorite devices they like to order pizza with. Each device had its own spot and extensions to meet audiences.

A smartphone displaying a tweet from Andrew Lincoln with the text '@dominos' and a pizza slice emoji on a wooden table, with part of a pizza visible at the top left corner.

Emoji 🍕 Ordering

People love using emoji. They love texting and tweeting them. That's why we created emoji ordering.

Create an account on Dominos.com, save an "Easy Order," link your twitter handle and phone number. Then text or tweet the pizza emoji to Domino's. 30 minutes later your order will be delivered to your front door.

Emoji Ordering is part of the suite of digital ordering innovations, Domino's Anyware™, enabling customers to order Domino's whenever and wherever.

:30 SARAH HYLAND

:30 RICHARD SHERMAN

Tweet from Domino's Pizza with multiple pizza slice emojis arranged in a pattern.

Before the launch, on Twitter, we started teasing our love for the pizza emoji, for a week leading up to the launch, we spoke only in pizza emoji.

DOM, the Pizza Ordering Chatbot

At a time when voice-controlled experiences are becoming the social norm, we worked with the creators of Siri to create the first voice-ordering robot called DOM. The most pizza-obsessed virtual Domino's employee with uniform and all. This digital innovation was also used as national advertising to bring awareness to the Anyware™ suite and Domino's in general.

Launch Commercial

Always Learning

When customers had trouble ordering with DOM, we surprised them with an "I'm Sorry" Card and message from DOM.

Open pizza delivery brochure on a light wooden surface, with incomplete red and white pizza box in the background.

Close-up of a finger pressing on a textured surface or panel.

Zero Click Ordering

For the incredibly streamlined & tech-savvy pizza eater looking for an even faster way to order their favorite Domino's pizza. We created a way to order pizza by just opening the app. But don't worry we added a fail-safe for all those butt-app-openers out there, a 10-second countdown timer. But actually just that brings more anticipation for your pizza.