The average attention span is said to be around eight seconds in today’s tech-first world, where a mere press of a button can get you just about anything, so it’s no wonder that customers now expect to be able to order fast-food... well, fast.

Domino’s main focus is to be an innovative and forward thinking company whilst providing the best possible service for its customers. Voice tech for Domino's was the perfect next step.


Our innovation team knew that voice technology was going to take off in a big way - predicted to be in 40% of all homes by 2020 - and Domino’s are an innately innovation-led company who want to stay ahead of the curve for their customers. Cue the new Amazon Alexa skill from Domino’s. Simply say six immortal words: “Alexa, Ask Domino’s To Feed Me!” and your favourite Easy Order is on its way to bring you back to life.


We had the idea of using voice tech to order a pizza, but we needed a personality to represent Domino’s cheeky and fun tone of voice. We created Dom, our cheeky Domino’s personality who wants to get you your favourite pizza, but also wants to have a laugh at the same time. We built a script to make sure that Dom’s personality was front and centre during the experience, but ultimately not getting in the way of the ordering process itself.

Ahead of the launch, we needed a way to reach the masses. Our creative team came up with the perfect concept, which all stemmed from the idea that ordering a Domino’s using the new Alexa skill was “so easy, anyone could do it.”

We created our own homage to JML's "infamous" TV ads, to show how easy it was to order a pizza with Domino’s Alexa skill.

  • The new Skill has been featured in publications including The Telegraph, The Independent, The Drum and Campaign.
  • Demonstrated Domino's capabilities as an innovative business and leader in the digital space.