Domino’s introduces a ‘Siri’ to take mobile orders

NEW YORK — Domino’s is introducing its own version of the iPhone’s Siri. The pizza chain’s mobile app will let customers place orders by speaking with a computer-generated voice named ‘‘Dom.’’

The app for iPhones and Android devices will deliver a ‘‘human-like, conversational’’ experience, though ‘‘it is not perfect,’’ chief executive Patrick Doyle said. ‘‘This is the sort of thing, like any other really new technology launch, you’re going to learn, you’re going to get better.’’

Mobile and online ordering accounts for 40 percent of Domino’s US sales. Increasing that has become a priority for the chain, as customers say they prefer to order that way. People who order digitally spend more because they like the convenience, Doyle said. He noted that smaller pizza shops don’t have the money to invest in such technologies. ‘‘It is clearly an area where we’ll be able to leverage our scale.’’


On the app, a customer types an address and is taken to the ordering page, where he can push a button to order by voice. ‘‘Dom’’ walks the customer through the process by asking if additional toppings, for example, are desired. To pay, the customer still must type in credit card data.

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Domino’s partnered with Nuance Communications of Burlington, Mass., to offer the technology.

Associated Press