Until now, customers with a Pizza Profile were restricted to placing their most recent order or Easy Order via Facebook Messenger. Domino's went one step ahead by becoming the first national pizza chain to have full ordering capabilities on Messenger. Customers can now place any order for any menu item on the Messenger. Now, they won't need any Pizza Profile and can place orders through the company's enhanced ordering assistant bot - Dom.
The enhancement comes just in time for one of the company's busiest day of the year - Football's final Sunday. Domino's expects sales to be five times more than on a typical Sunday. Thus, making ordering more convenient for customers could further add to the sales.
The digital wave has hit the U.S. fast casual restaurant sector. Hence, an increasing number of restaurants are implementing technology to enhance guest experience. Similarly, Domino's is also investing heavily in technology-driven initiatives like digital ordering to boost sales. The company keeps on adding various ordering apps and platforms to its digital capabilities.
In fact, Domino's lineup of AnyWare ordering capabilities currently has a total of 10 platforms that include Alphabet, Inc.'s GOOGL Google Home, Amazon.com, Inc.'s AMZN Echo, and ordering via a Pizza emoji on text.
Notably, digital leadership is helping the company expand its brand in the domestic market as well as overseas. This is one of the reasons Domino's shares have widely outperformed the broader Zacks categorized Retail-Restaurants industry over the past year. While the stock gained 50.3%, the broader industry declined 3.6% in the same time period.
Although the company's initiatives such as implementation of technology and re-imaging of restaurants offer long-term advantages, the costs related to them are expected to continue dampening margins in the near term. Further, the company's wide international presence makes it highly vulnerable to foreign exchange headwinds, while a soft industry backdrop is putting pressure on the top line.
Nevertheless, going forward, the extended ways to order a pizza are poised to keep Domino's in the forefront of digital ordering and customer convenience. Also, this should help in improving the Zacks Rank #4 (Sell) company's sales trends and enhance its competitive positioning.
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