You can now order Domino’s in Messenger using a pizza emoji

18 Aug 2016

If you’re a lover of pizza but not a fan of engaging in a conversation with anyone, you can now order Domino’s Pizza using the Facebook Messenger app simply by sending a pizza emoji to a chatbot.

In the pizza delivery chain wars, technology appears to be the way to win over customers, as Domino’s has announced its latest tech innovation using AI chatbots in Facebook Messenger.

Facebook announced back in April at the F8 developer conference that it wanted to double-down on AI, starting with chatbots being made available for businesses.

Since that announcement, a number of companies have already signed up to these chatbot services, including Uber, Spotify and Dropbox, as a means to get greater access to the 1bn Messenger users.

In Domino’s case, its chatbot is referred to as ‘Dom’ and it will allow you to order pizza to your house simply by typing the word ‘pizza’ into the chat, or even just putting in the pizza emoji.

Of course, the chatbot isn’t psychic with an ability to know what you want to order, but if you have a particular favourite order, you can set it up using the company’s ‘easy order’ account.

It’s then just a matter of pairing it with your Facebook account and placing an order.

Domino's Facebook Messenger

Chatting with Dom image via Domino’s

An automated pizza company

Domino’s head of digital, Nick Hutch, said of the decision to start working with chatbots: “We’re delighted to allow our customers to order direct from Messenger – with 1bn monthly active people using Messenger each month – it’s the obvious choice for Domino’s.

“We want to make ordering our freshly handmade pizza as easy as possible so we’re always on the lookout for new ways in which we can do this.”

Judging by Domino’s latest announcement, the company appears to be behind automation in a big way, having said last March that it is developing a Domino’s Robotic Unit (DRU) to deliver pizza to its customers.

All-in-all, this would appear to be a relatively safe introduction to chatbots for Domino’s, unlike Microsoft, which experienced something of a chatbot disaster earlier this year.

Colm Gorey was a senior journalist with Silicon Republic