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Domino’s is now letting hungry Americans order their favorite pie through Facebook Messenger — without conversing with a human.


Above: Domino’s

The pizza giant has launched a Facebook Messenger bot that promises “conversational” ordering through the messaging app. The new service lets those with an existing Pizza Profile reorder their most recently ordered pizza, or they can place an “Easy Order” which is manually configured through their online account.

Today’s news comes a month after Domino’s introduced a similar service in the U.K. and Ireland, and the U.S. incarnation looks almost identical. Customers can use a pizza emoji to initiate their order or hit Recent Order or Easy Order to begin. They can also track existing orders through the app.

We’ve seen some interesting bots come to the fore since Facebook’s chatbot platform launched back in April, and the social network now claims there are more than 11,000 chatbots available. While some bots are truly conversational, letting you ask questions and receive responses, the Domino’s bot doesn’t seem to be quite so smart — it would be infinitely more exciting if you could tweak orders or request additional items simply by asking. “Could I have extra pineapple and a litre of Coke?” “Sure, no problem” is the type of thing we’re talking about here. It’s still early days though, and we’ll no doubt arrive at that stage in the not-too-distant future.


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What we’re beginning to see now is companies racing to ensure that they’re seen as early adopters of this burgeoning technology. A couple of months back, Pizza Hut demoed its very own chatbot at VentureBeat’s MobileBeat conference, though it doesn’t appear to have been launched yet for the public, which means Domino’s can lay claim to a “first” in the bot world.

“We know that customers spend a great deal of time messaging, so we knew the next place we needed to add ordering was via Messenger,” said Dennis Maloney, Domino’s chief digital officer, in a press release. “Messenger allows customers to order conversationally with the help of Domino’s bot. We hope this new option will continue to make ordering as simple and as convenient as possible.”

Other digital initiatives going down in the culinary realm include Apple TV becoming an ordering conduit, with Papa John’s recently launching a new app that’s similar to Just Eat over in Europe.

Whichever way you look at this, it’s becoming harder NOT to order pizza than it is to seek out something a little healthier — Domino’s recently launched a voice-ordering service through Amazon Echo, while it has been possible to order by sending texts or tweets of pizza emojis for a while. And earlier this year, Domino’s launched a zero-click app to make ordering about as simple as it gets.

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