Last year on the final football Sunday of the NFL season, Ann Arbor-based Domino’s Pizza sold enough pizzas to stretch across more than 4,400 football fields. This year, the stand ready to set a whole new record by introducing the nation to online ordering through Facebook Messenger.
The chain, planning to sell more than 12-million pizza slices nationwide on game day this Sunday, is the first national pizza chain to have full ordering capabilities on Messenger. A level of 12-million slices is at least five times any other more typical Sunday performance.
Domino’s says they’ve put on their game face just in time to bring the more robust ordering capabilities to Facebook Messenger so that customers can now place any order for any menu item they life on Messenger, just ahead of one of the busiest delivery days of the entire year.
Dennis Maloney is Domino’s Senior Vice President and Chief Digital Officer. He says, “Prior to today, customers with a Pizza Profile were limited to placing their most recent order or Easy Order via Messenger.” He points out that, “Now anyone, especially those watching the big football game, can place any order for any menu item they want – no Pizza Profile needed – thanks to Dom, our enhanced ordering assistant bot.”
Maloney says as if full ordering on Messenger isn’t cause enough for celebration, customers who order on Messenger will receive 20-percent off every menu-priced item in their order when they ask to redeem the coupon for the deal.
Maloney uses an analogy to their robust plan saying, “Football teams strive to get better and maintain their winning edge, and Domino’s is no different.” He adds, “Launching Messenger ordering with Pizza Profiles was a great first step, but Dom’s ordering capabilities are continuing to advance as Domino’s AnyWare technology evolves. We think of ourselves as a brand in progress and wanted to create an even bigger and better ordering experience for customers.”
As the New England and Atlanta football teams get ready for their biggest Sunday of the season, Domino’s is preparing for it as well. In fact, Maloney offers up what he calls, “Domino’s Game Day Fun Facts”:
- Football’s final Sunday is one of the top five busiest delivery days of the year for Domino’s in the U.S.
- Domino’s expects to sell more than 4 million chicken wings nationwide on game day.
- On football Sunday, in the U.S. alone, Domino’s delivery drivers will cover the equivalent of more than 1,000 round trips from Boston to Atlanta – more than a 24-percent increase over a typical Sunday.
- Over the years, Domino’s stores have seen sales tend to increase when the game is close and viewers are glued to their TVs.
- While Domino’s stores throughout New England and Atlanta will see high sales at the beginning of the game, the city of the winning team will likely see higher sales at the end of the night.
- During last year’s game, Domino’s sold enough pizzas to stretch across more than 4,400 football fields.
Domino’s was founded in 1960 in Ann Arbor, which is still the corporate home base. They rank among the world’s top public restaurant brands with a global enterprise of more than 13,200 stores boasting global retail sales of more than $9.9-billion in 2015.
