![]() Via DM, Domino’s told me I hadn’t set up an “Easy Order” and to visit. Nevertheless, I responded – in less than 25 characters with said pizza emoji – and finally, progress was made. Twitter itself has a character limit of 140 characters, so why is Domino’s fancy emoji-detection system limited to just 25? (My first tweet had been ~40 characters, for what it’s worth.) I mean, maybe it was the hunger talking, but this really irritated me. This one, obviously written by a real support rep, apologized for the issues and told me instead that “emoji tweet orders must be placed using less than 25 characters,” but that there was no limit when using the #EasyOrder Sorry for the issues! Emoji Tweet orders must be placed using less than 25 characters. I was about to respond that I had already done this, when a second tweet rolled in. Instead, it only replied “Welcome to Domino’s Tweet Ordering!” and instructed me to tweet using the hashtag or Welcome to Domino’s Tweet Ordering! Tweet #EASYORDER or □ to to start placing your Easy Order Now the Domino’s account kicked into action, but it didn’t help me actually get started with the process of a Twitter order. Instead, for a solid five minutes, nothing at all happened. Not a tweet, not a DM. Or perhaps they would actively collect my personal information including name, address and payment details via a DM conversation.Īfter all, Twitter had been testing a “Buy” button with select partners since last fall – it would make sense that something as potentially ground-breaking as a Twitter-based online ordering system from one of the U.S.’s largest pizza chains would be taking advantage of this feature.īut as it turns out, that was not the case. I thought that, following my tweet, would probably respond by pointing me to a special URL via an or DM (Twitter’s direct messaging feature). I didn’t actually have an online account with Domino’s, as I usually order elsewhere, so this made me an ideal customer to try the new system. My guess, having not visited the website or read through the instructions (as likely few consumers actually do) is that a Domino’s rep manning their Twitter feed would identify me as a new customer and then proceed to inform me of the next steps. (You can also tweet using the hashtag #easyorder if you don’t have access to emoji from your Twitter client.) I tested the system by first tweeting the pizza emoji to at 12:43 PM ET today, and waited to see what would happen next. If you read the various news announcements, you might have thought (as I admit I did) that, beginning today, all you would have to do is tweet the pizza emoji to Domino’s and you’d be on your way. Once you have your account setup and your “Pizza Profile” built and configured, order placement is actually the easy part.įirst of all, there’s a problem with the way this system was initially described. But getting started involves a bit of setup that makes using the Twitter ordering system not as efficient as you may think.įull disclosure: as it turned out, Domino’s doesn’t deliver in my area, so I can only speak to the onboarding process – but it’s here where Domino’s currently falls short. In case you missed it, in a marketing stunt expansion of its “Anyware” program, Domino’s announced earlier this month that it would soon roll out a “tweet-to-order” system that would allow anyone on Twitter to simply tweet the pizza emoji to the Twitter account to place an order. "It is a time of year where families reconnect at the dinner table, and it is on us to ensure we give them the easiest, quickest ways to order - as well as a great value offer to feed the family," Weiner said.Ordering pizza by tweeting an emoji of slice to Domino’s is not as fun as it sounds. ![]() "We are extremely proud of the online ordering platform we have made available to our fans and customers for the past five years, and today - with the addition of customized profiles and the ability to place a lightning-fast order from Domino's - it gets even better."Ĭustomers who order at can create their pizza profile by saving their favorite order, as well as address and payment information, then accessing the new "Your Easy Order" and "Your Recent Orders" sections in the future to reorder more quickly.Īlso beginning today, Domino's will be awarding $10 gift cards - 100 per day– to those who create a pizza profile and place an order using it any time before Dec. "Our new campaign is the ultimate in bringing together convenience and value," said Russell Weiner, Domino's Pizza chief marketing officer. ![]() These new features shorten the ordering process to about 30 seconds, according to the company. Domino's Pizza kicked off a national campaign today to promote its enhanced online ordering profiles platform, which allows customers the ability to save information and reorder their favorite items in about five clicks.ĭomino's online ordering platform was launched about five years ago.
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