I checked the box to sign up for “Tweet Ordering” and connected my Twitter account. Credit card details were to be entered at checkout, the site informed me. That is, I had provided Domino’s with my name, address, email and other personal information via their website. Now I had a “pizza profile” account established. (I hate sign-up forms that make me enter in my email information twice, by the way. Afterward, the “pizza profile” creation process was fairly straightforward, if a little time-consuming. I had to close the window entirely then open a new tab to get the mobile website to work. Oh there are just so many modern ways to order pizza, aren’t there? And then, upon reloading the website, it simply showed me a blank white page with the pop-up ad that pointed to the Domino’s iOS application in the App Store. Unfortunately, ’s mobile website first stalled on loading the “create account” screen. I tested this via the mobile web, though, given that a Twitter ordering system relying on emoji is likely something that smartphone owners would be using. Online, you go through a fairly routine series of steps to create a account and “Pizza Profile,” including providing the company with your name, address, email, etc. (Okay, that was definitely the hunger talking.) Hey Domino’s! If I wanted to order pizza using the web, I wouldn’t have tweeted to you! Via DM, Domino’s told me I hadn’t set up an “Easy Order” and to visit. Nevertheless, I responded – in less than 25 characters with said pizza emoji – and finally, progress was made. Twitter itself has a character limit of 140 characters, so why is Domino’s fancy emoji-detection system limited to just 25? (My first tweet had been ~40 characters, for what it’s worth.) I mean, maybe it was the hunger talking, but this really irritated me. This one, obviously written by a real support rep, apologized for the issues and told me instead that “emoji tweet orders must be placed using less than 25 characters,” but that there was no limit when using the #EasyOrder Sorry for the issues! Emoji Tweet orders must be placed using less than 25 characters. I was about to respond that I had already done this, when a second tweet rolled in. Instead, it only replied “Welcome to Domino’s Tweet Ordering!” and instructed me to tweet using the hashtag or Welcome to Domino’s Tweet Ordering! Tweet #EASYORDER or □ to to start placing your Easy Order Now the Domino’s account kicked into action, but it didn’t help me actually get started with the process of a Twitter order. Instead, for a solid five minutes, nothing at all happened. Not a tweet, not a DM. Or perhaps they would actively collect my personal information including name, address and payment details via a DM conversation.Īfter all, Twitter had been testing a “Buy” button with select partners since last fall – it would make sense that something as potentially ground-breaking as a Twitter-based online ordering system from one of the U.S.’s largest pizza chains would be taking advantage of this feature.īut as it turns out, that was not the case. I thought that, following my tweet, would probably respond by pointing me to a special URL via an or DM (Twitter’s direct messaging feature). I didn’t actually have an online account with Domino’s, as I usually order elsewhere, so this made me an ideal customer to try the new system. My guess, having not visited the website or read through the instructions (as likely few consumers actually do) is that a Domino’s rep manning their Twitter feed would identify me as a new customer and then proceed to inform me of the next steps. (You can also tweet using the hashtag #easyorder if you don’t have access to emoji from your Twitter client.) I tested the system by first tweeting the pizza emoji to at 12:43 PM ET today, and waited to see what would happen next. If you read the various news announcements, you might have thought (as I admit I did) that, beginning today, all you would have to do is tweet the pizza emoji to Domino’s and you’d be on your way. Once you have your account setup and your “Pizza Profile” built and configured, order placement is actually the easy part.įirst of all, there’s a problem with the way this system was initially described. But getting started involves a bit of setup that makes using the Twitter ordering system not as efficient as you may think.įull disclosure: as it turned out, Domino’s doesn’t deliver in my area, so I can only speak to the onboarding process – but it’s here where Domino’s currently falls short. In case you missed it, in a marketing stunt expansion of its “Anyware” program, Domino’s announced earlier this month that it would soon roll out a “tweet-to-order” system that would allow anyone on Twitter to simply tweet the pizza emoji to the Twitter account to place an order. Ordering pizza by tweeting an emoji of slice to Domino’s is not as fun as it sounds.
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