Domino’s Launches ‘Zero Click’ Ordering App, Corners Millennial Market

Domino’s just announced its latest digital initiative — a pizza ordering app that doesn’t require a single click.

Naturally, we assume their “Zero Click” app will be a hit with millennials who are often described as “digital natives” who prioritize convenience over anything else.

Using the app couldn’t be simpler. After you launch it, your stored order is automatically dispatched to your local delivery chain. To avoid any mistakes, there is a 10 second timer that is displayed on the app. If you don’t pause the timer, your order will automatically be placed.

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The only work required on the customer’s end is that they must initially login to create their “Pizza Profile” — which includes their order, phone number, delivery address and credit card details. The app works on both iOS and Android devices.

“Zero Click”, like so many of the U.S. pizza chain’s digital initiatives, proves just how aggressively the company is trying to reach the millennial market. Their other recent marketing campaigns have all had a digital-first approach. For example, over half of Domino’s television campaigns last year had a digital tie-in.

Not only that, but customers can order pizza via SMS, Twitter, Samsung Smart TVs, Ford Sync, smartwatches, and its virtual assistant Dom by voice. Domino’s also recently started using pizza delivery vehicles with built-in warming ovens in Boston, Detroit, Houston, New Orleans, San Diego and Seattle.

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So far, the pizza chain is reporting huge success with claims that over 50 percent of U.S. sales came from digital initiatives near the end of 2015.

It’s clear the company understands their bread and butter is the millennials market, and so this app, along with their other cutting edge initiatives has become their primary focus.

Congrats Domino’s. You’re ahead of the game. Instead of attempting to reach millennials by manufacturing absurd commercials like this Fiat one, you’ve created products that are actually valuable to this generation.