Domino's Pizza Enterprises, the chain's operator in Australia, has transformed its online ordering website to make it quicker and easier for customers to order.

In a news release, CEO and Managing Director Don Meij said the launch of the new site was an essential step forward for the brand's presence on the digital platform and the biggest change to online ordering since it was launched in 2006.

"We need to ensure we're always taking on customer's feedback and searching for ways we can make our online ordering site more intuitive and user friendly," Meij said.

The upgrade allows customers to order without the need to have flash installed. The new site also includes changes to the address entry functions, more ways to get offers, menu layout, half-n-half pizza design, apply voucher layout, swap buttons, basket layout and a redesigned Live Pizza Tracker page.

Meij said these changes will help drive the Domino's digital growth over the coming year. The brand currently has more than 50 percent of its sales come from digital channels. He expects that to grow to 80 percent within the next three years.

In addition to the new site, Domino's Australia customers will also be taken to the optimized mobile site if they're accessing the site via their mobile device.

"Customers are now accessing Domino's faster, easier and with more control than ever before. "We now offer custom-built order applications across multiple ordering platforms, giving control to our customers no matter where they are or what they are doing," Meij said.

Domino's worked with Thoughtworks over a six-month period to complete the project.

Read more about online ordering.

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