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This article was published on May 9, 2012

Domino’s doubles-down on social, launches Facebook ordering in Australia and New Zealand

Domino’s doubles-down on social, launches Facebook ordering in Australia and New Zealand

Domino’s Pizza has certainly been ahead of the curve when it comes to its adoption of mobile and social media commerce. With its latest announcement, it has extended its features, in New Zealand and Australia at least, allowing customers to place their orders via Facebook.

To gain access to the app, you have to like the Domino’s Facebook page, which is a pretty smart way to get returning customers to plug in to the company’s social media presence.

Domino’s ordering can be done via an Open Graph app, but you can still place your order without it. Installing it does give Domino’s customers the added option of posting their pizza order on their Timeline.

It’s a good thing this feature is purely optional. If Instagram posts on Facebook have proven to be pretty annoying, we can imagine sharing fast food orders won’t go down too well with friends either.

Speaking about the new feature, Domino’s Online Marketing Director, Michael Gillespie, said “More than 156,000 New Zealanders have connected with us through Facebook and our new ordering app brings them a more engaging and social ordering experience.”

He added, “Placing an order is quick and easy in both apps and our unique Pizza Tracker is still available to track the pizza making process at the end of ordering.”

While Pizza Hut did beat Domino’s to the punch by two years as far as Facebook ordering is concerned, Pizza Hut’s offering didn’t fare too well, and eventually disappeared from its page. Domino’s on the other hand, after getting off to a somewhat faulty start, has figured out how best to harness social media to connect with its customers.

As far as sales are concerned, Domino’s UK has introduced just about every way imaginable to order pizzas – with everything from iPhone and iPad to Windows Mobile apps – the company has left no stone unturned. And it’s payed off. Domino’s UK  took £1 million ($1.59 million) in sales via its mobile platforms in just one week, last March.

Extending its ordering options to Facebook feels like natural progression, and is no doubt, a welcome addition to its impressive lineup of apps.