The app, which was developed by Somo, lets British consumers order while on the go. Additionally, the app was also recently launched in the United States.

“Online orders account for an increasingly large proportion of sales and so mobile ordering methods such as the apps were the obvious next step,” said Nick Dutch, multimedia manager for Domino’s Pizza, Bedford, England.

“We originally launched our iPhone app last year and within just eight months, it had taken £10 million worth of pizza sales,” he said. “Hot on the heels of the iPhone, we launched our Android app in May.”

Domino’s Pizza UK & IRL plc claims to be the leading player in the fast-growing pizza delivery market and holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in the UK and the Republic of Ireland.

Somo is an independent European mobile marketing agency, specialising in strategy, design and build of mobile websites and applications, mobile advertising campaign planning and buying and campaign optimisation and management.

Pizza frenzy
The iPad app is the latest mobile addition to Domino’s other mobile offerings such as its iPhone and Android apps.

Consumers can order their favorite meals by first entering their ZIP code.

The app then locates the nearest Domino’s location.

Consumers can also scroll through a carousel style menu to select their favourite pizzas, sides, desserts and drinks.

Additionally, users can customize their pies by choosing the base and size, and then selecting the pizza sauce and toppings.

“Sales of iPad units are currently growing faster than when the iPhone was first launched and we are keen to capitalize on this opportunity with the introduction of our new ordering iPad app,” Mr. Dutch said.

Deal of the day
Consumers can also view the store’s latest meal deals within the app.

In addition, PayPal is available as one of the payment options.

The iPad app is being promoted on our store menus, as well as the company’s Facebook and Twitter channels.

“We’re also looking at opportunities to promote it through targeted display,” Mr. Dutch said. “We’re always looking for innovative ways to allow our customers to order whenever and wherever they are.

“Our online orders continue to grow, and with the rapid uptake of smartphones, as well as the blurring of the line between laptops and mobile devices, the next phase in our strategy had to be mobile,” he said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York