Domino’s debuts text, emoji ordering

Domino’s has introduced its latest of many recent twists on mobile ordering: texting.

"There are an estimated 8 trillion texts sent every year worldwide," Domino's CEO Patrick Doyle said in a statement. "With so many people using their devices to communicate in this way, it made sense to allow our customers the chance to order pizza that way, too."

Customers with an existing pizza profile on can place an established order by texting “Easy Order” or a pizza emoji to DPIZZA.

The pizza chain has amplified its digital ordering capabilities in recent months, allowing customers to place orders through means such as Twitter, Samsung Smart TV, the Pebble and Android Wear smartwatch apps and voice ordering via Domino’s smartphone app.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content


Crumbl may be the next frozen yogurt, or the next Krispy Kreme

The Bottom Line: With word that the chain’s unit volumes took a nosedive last year, its future, and that of its operators, depends on what the brand does next.


4 things we learned in a wild week for restaurant tech

Tech Check: If you blinked, you may have missed three funding rounds, two acquisitions, a “never-before-seen” new product and a bold executive poaching. Let’s get caught up.


High restaurant menu prices mean high customer expectations

The Bottom Line: Diners are paying high prices to eat out at all kinds of restaurants these days. And they’re picking winners and losers.


More from our partners