Dom (the company’s interfacing personality) will prompt diners to start a new order, reorder a previous selection or track their existing delivery

Having recently launched a new method for ordering pizza, Domino’s latest endeavor to reach consumers is a Facebook Messenger integration meant to reach its audience at the core of where it spends most of its time. Simply by adding Domino’s to a new chat, Dom (the company’s interfacing chat bot) will prompt you to start a new order, reorder a previous selection or track your existing delivery. You’ll be able to surface a full menu and customize your order, and you won’t have to register for an account even if you don’t already have one.

Interestingly enough, despite Messenger’s ability to handle transactions, Domino’s plans to stick with payments in cash—a decision that may come to haunt the company given the demographic of users who would be using this feature. That said, the company has announced that it is in fact looking into mobile payments, and that you can already pay in-app should you order pickup; only delivery will rely on physical currency. With last weekend’s Super Bowl offering the perfect platform for the company’s rollout—expect to see some figures released in coming months to indicate how effective the brand’s digital strategy was compared to previous years’, where average sales skyrocket to 80% that of any regular Sunday.

Domino Chatbot

Having recently launched a new method for ordering pizza, Domino’s latest endeavor to reach consumers is a Facebook Messenger integration meant to reach its audience at the core of where it spends most of its time. Simply by adding Domino’s to a new chat, Dom (the company’s interfacing chat bot) will prompt you to start a new order, reorder a previous selection or track your existing delivery. You’ll be able to surface a full menu and customize your order, and you won’t have to register for an account even if you don’t already have one.