Person selecting shredded mozzarella cheese topping on a pizza customization screen on a tablet, with a picture of a cheese pizza on the display.
A bald man wearing glasses and a dark shirt, smiling in front of a yellowish background.
Domino's logo with a red and blue domino icon and blue text
The logo of the website 'Anyware Site' in white text on a black background.

Order your favorite Oven-Baked Goodness From Your Favorite Devices

Ordering online is more enjoyable than calling the store. It’s also more profitable. With a business goal to grow digital orders to 50%, we looked to culture for the unlock. People were, and still are, obsessed with their devices. So we built a platform that let customers order Domino’s wherever they already were. Phone, watch, TV, voice, social. If it had a screen, we found a way to bring pizza to it.

This wasn’t a typical “ad campaign.” It was product invention, UX, design, prototyping, development, and the backend infrastructure to make it real. Then we brought it to market with advertising.

The Launch Campaign

Big tech launches new products with celebrities. So we did the same thing, with a pizza twist. We partnered with talent to showcase the devices they loved ordering from, and built tailored spots and extensions for each platform so the story felt native everywhere.

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.
The image features an overlayed logo for 'The Suite of Devices' with a faint background of various device icons.

Emoji 🍕 Ordering

People text in emoji. They tweet in emoji. So we made emoji a new ordering interface.

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. About 30 minutes later, your order shows up at your door.

Emoji Ordering was part of Domino’s AnyWare™, a suite of ordering innovations built to make Domino’s available whenever and wherever people wanted it.

:30 SARAH HYLAND

:30 RICHARD SHERMAN

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

Before launch, we teased it on Twitter for a full week by speaking only in pizza emoji.

DOM, the Pizza Ordering Chatbot

As voice-controlled experiences became the new normal, we built DOM, a voice-ordering bot with the personality of the most pizza-obsessed Domino’s employee imaginable. Uniform included. The innovation doubled as national advertising that introduced the AnyWare™ suite and reinforced Domino’s shift from pizza company to tech-enabled brand.

Launch Commercial

Always Learning

When customers hit friction ordering with DOM, we followed up with an “I’m Sorry” card and a message from DOM. A human moment that turned a tech glitch into brand love.

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.

Advertisement for Domino's Zero-Click Ordering. Features a smartphone with a timer and Domino's logo, promoting easy pizza ordering through the app without clicking.

We introduced it live to an audience that loves pizza, and would benefit from such quick ordering – Gamers on Twitch.

Twitch logo with purple outline and stylized text.

Smart TV Ordering

Ordering pizza from your TV shouldn’t pull you out of what you’re watching. We designed a Smart TV experience that made ordering feel like part of the entertainment, not an interruption.

Launch Commercial

A split-screen image showing a Domino's Pizza app interface on the left and a basketball game broadcast on ESPN on the right. The app displays pizza options, recent orders, and tracking features, while the basketball game shows players on the court during a game between Miami and Chicago.
Screenshot of a food delivery app with recent orders on the left and a basketball game on the right showing the Chicago Bulls playing against the Miami Heat.
Abstract black and white textured pattern with vertical streaks and speckles.

Smart Watch Ordering

A wrist-worthy ordering experience. Simple, fast, and built for the moments when pulling out your phone feels like too much effort.

Three Apple Watches displaying Domino's Pizza order tracking and payment screens.
“Becoming ‘A Tech Company That Sells Pizza’ Delivered Huge For Domino’s
”
— FORBES

iPad Ordering App

Our goal was to build the most mouth-watering pizza-ordering experience possible. The iPad app brought the craft and appetite appeal of the product into the interface, making customization feel intuitive and irresistible.

A tablet screen displays Domino's pizza website with options to build your own pizza or select specialty pizzas, showing a whole pizza with toppings on the left and a hand slicing pizza on the right.
A menu page from Domino's website featuring sections for sandwiches, pastas, sides, drinks, desserts, and extras, with images of a sandwich, pasta, chicken nuggets, soda, chocolate cookies, and sauce.
A Hawaiian pizza with sliced ham, smoked bacon, pineapple, roasted red peppers, and cheeses including mozzarella and provolone on a Parmesan Asiago crust.
Domino's Pizza homepage featuring a tracker showing order stages and a pizza image.
A side-by-side comparison of two digital images showing the same pizza. The left image is in wireframe or 3D modeling mode, with grid and mesh lines visible. The right image is a rendered or real image of a pizza with toppings on a plain surface in a minimalistic environment.


RESULTS

4.5 Stars Apple App Store

Highest Ticket Sales & Conversion of any Domino’s Ordering Platform

We have found ourselves describing the ‘new’ Domino’s as a technology company disguised as a marketing company disguised as a pizza company, and recent years of dominant performance, even embarrassing peers, probably bear that comment true.

- JP MORGAN ANALYST

Press