Talking tech since 2003

Domino’s CEO Patrick Doyle says, “It’s the epitome of convenience.”

I think it’s silly.

I’m talking about the newest way to order a pizza from Domino’s — via tweet. But here’s where things get ultra-weird. You can either send a tweet to Domino’s using #EasyOrder… or you can send the pizza emoji.

This thing. pizza

We’ve seen companies fool around with accepting orders on Twitter — Amazon’s #amazoncart comes to mind — but none have fared well. Amazon is a wildly successful company, and I’ve yet to see a single person use #amazoncart to order something.

If Amazon can’t pull it off, can Domino’s, the pizza place that is literally my sixth option behind Papa John’s, Little Caesars, Pizza Hut, the local place, and the other local place?

The major friction in ordering food comes from the time and effort it takes. Websites and apps have eliminated most of it, putting the entire menu in front of you so that you can order exactly what you want, exactly how you want it, quickly.

This system? It feels like a step backward. It seems limiting, and clunky. You have to register with the Domino’s website before you can use it, and really, how often will you use it? How often are you so attached to Twitter that you can’t leave it for three minutes to order a pizza?

I suppose it’s a shortcut if you want to order the same thing over and over. And if you want the world to know you’re ordering pizza. Which, to be fair, you’d probably tweet (and Facebook, Instagram, Snapchat, etc.) about if something like this interests you.

Mashable’s Adario Strange called this latest Domino’s feature “its most practical yet.”


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