Domino's Pizza to debut UK SMS delivery service

LONDON - Domino's Pizza is to roll out a UK SMS mobile ordering service after completing a successful trial last month.

Domino's pizza chain, which has 470 outlets nationwide, said it was the first time UK customers would be able to use a mobile phone service to make orders.

According to Domino's, more than 2,000 users have already signed up for the service since it trialled in July, which will offer consumers an alternative to its phone and internet order service, which accounts for 14% of its combined delivered pizza sales.

Customers can set up an online account listing their pizza preferences, home address and mobile number to send an order from their phone at any time. Users can also set up a secure online payment method for the service, or choose to pay cash on delivery.

Chris Moore, deputy chief executive at Domino's Pizza, said: "The increasing penetration of broadband in the UK and shift to using mobile phones for so much more than making calls has helped shape our strategy to use mobile technology in this way."

Domino's Pizza said that its online order service, which was set up in 1999, is now the company's fastest growing area of business.

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