Tech Tools: Domino’s introduces ‘easy order’ button

If ordering pizza online is a little too taxing, Domino's is set to make things even easier. Perhaps taking inspiration from Amazon's one-touch ordering "Dash" buttons, Domino's has introduced its very own version for ordering your favourite pizza.

The Limited Edition Easy Order button comes in a mini pizza box - just in case you forget what it’s for - and links to an app that allows you to register for Domino’s virtual Easy Order system. You can add your favourite food choices, payment details and your delivery address, which means when you have a pizza emergency, you can order just by pushing a single button.

Getting one of the limited edition physical buttons isn’t quite as straightforward though; Domino’s said it will be distributing some of the buttons through a competition, details of which will be revealed next month.

While you may be scratching your head wondering what on earth is going on, Domino’s is enlisting experts to back up its reasoning for releasing the gadget.

According to Dr Sheila Malone, Lecturer in Marketing and Consumer Psychology from the University of Lancaster: “Innovations, which let the customer consume all at the touch of a button are designed to provide a greater sense of ease accessibility and to help to address the demands of our hectic lives. Plus there is an intrinsic satisfaction directly linked to pushing buttons, which is derived from the achievement and reward fulfilment process, which is inherent in each of us.”

Domino's previously introduced the pizza tracker, which allows customers to track their pizza's progress, and its app has been downloaded more than 10 million times. According to Domino's sales and marketing director Simon Wallis 75 per cent of the company's orders are now online.