Domino's Pizza has designed and built an ordering capacity on its Australian and New Zealand Facebook pages, which have a combined 728,000-plus fans.
The new app is built directly onto both pages, directing fans to place their order without having to leave the popular social network. They can then also "like" their order and share it with their friends.
Domino's online marketing director for the region, Michael Gillespie, said the launch of Facebook ordering was an exciting step forward for the brand's presence on the social networking site.
"More than 156,000 New Zealanders have connected with us through Facebook and our new ordering app brings them a more engaging and social ordering experience," he said. "Our Facebook ordering gives pizza lovers the chance to order from their local store quickly, 'like' their favorite pizzas and share both experiences with their friends on Facebook easily – all without leaving the social media environment."
The development included building two ordering approaches – one with the open graph application enabling automatic sharing of a customer's ordering experience with their friends, and the other giving the customer control of what they want to like and share during their ordering process.
"We wanted to create two approaches to the new Facebook ordering to give our fans the choice of what level of interaction they wanted to share with their friends," Gillespie said.
To celebrate the launch of Facebook ordering, Domino's is offering special introductory prices on items in both markets.
Restaurants integrating Facebook ordering platforms is a relatively new concept, with only a handful of companies – such as ONOSYS and ChowNow – developing the app thus far.
At last week's National Restaurant Association Show, Christopher Webb, co-founder and CEO of ChowNow, said more concepts are starting to realize the benefits of having such an option for its customers, and one of its brands now experiences 10 percent of its sales through the Facebook ordering functionality.
Read more about social media initiatives.
Alicia Kelso has been a professional journalist for 15 years. Her work with QSRweb.com and PizzaMarketplace.com has been featured in publications around the world, including Good Morning America, Voice of Russia radio, Consumerist.com and Franchise Asia magazine.