Priming the reveal of the news throughout the day with a series of cryptic pizza emojis on its official Twitter feed, the company announced the tweet-based ordering on Tuesday.
Limited to U.S. customers for now, the ordering system will include the option of placing an order by tweeting a pizza emoji, according to a report by USA Today.
Although some companies like Starbucks have already tried tweet-to-order promotions, the difference here is that Domino’s ordering option will become a permanent feature for customers.
When contacted by Mashable, a Domino’s spokesperson explained that the ordering will work by accessing a customer’s profile saved in Domino’s Easy Order system.
Once a customer has registered their Twitter handle on their Domino’s Pizza Profile, they will then be able to simply tweet #EasyOrder or just the pizza emoji to the Domino’s Twitter handle. Domino’s will then send the customer a direct message to confirm the order and the Easy Order saved in a customer’s profile will be automatically sent to their home.
The system is a product of Domino’s AnyWare suite of mobile ordering technology, which is developing software to allow customers to order food from multiple devices, such as smart televisions to smartwatches.
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