(MEDIA GENERAL) – Domino’s announced another phase in its rebranding strategy Wednesday, May 13, 2015 with a new ordering system that will cater to even the busiest pizza lovers.
The restaurant chain announced starting May 20 hungry customers can order food through Twitter.
The new delivery system requires customers to set up a “pizza profile” on the company’s web site to include basic information, including a customer’s name, address, payment method, Twitter handle and what Domino’s calls an “easy order” – your go-to pizza of choice.
Once a customer’s pizza profile is in place, an order is one tweet away. Customers don’t even need to tweet words – they simply can tweet the pizza emoji to the Domino’s Twitter handle to start the order process.
“Customers who add their Twitter handle to their Domino’s Pizza Profile will be able to re-order the easy order by simply tweeting #EasyOrder or the pizza emoji to @Dominos,” Domino’s spokesperson Tim McIntyre told CNN. “Domino’s will then send their Easy Order through an automated direct message, which customers must confirm.”
The Twitter ordering system is one step in Domino’s aggressive rebranding campaign to turn around the sluggish franchise.
Over the course of six years, Domino’s has established new ad campaigns alerting customers to their changing ways through self-deprecating commercials and promises to provide a better product. Since, Domino’s has expanded and diversified its menu and focused on new ways to meet their customers’ modern needs, including the new Twitter ordering process.
The work appears to be paying off for the restaurant chain. According to Bloomberg, company shares have risen more than 50 percent in the past 12 months and are up 233 percent since the start of the rebranding campaign.