In 2001, Louisville-based Papa John's International Incorporated debuted an online pizza ordering system, which now accounts for nearly 20% of its U.S. sales. This week, however, the pizza maker has rolled out its text message ordering option at its 2,700 U.S. restaurants. The only drawback is you need to register online to create an account beforehand. This is where you can save up to four favourite orders, along with a delivery address and payment preference. Customers can punch in FAV1, FAV2, FAV3, or FAV4, to text message orders. Papa John's sends a reply with the order, and the customer can confirm or change it. The text-messaging option is another example of Papa John's looking for innovations to offset an advertising budget that's smaller than at larger rivals Pizza Hut and Domino's.
Domino's Pizza Incorporated has taken the idea another step, recently starting a system that lets customers place orders from Web-enabled mobile devices. The new ordering system, launched about over two months ago, is now available at about 3,000 Domino's locations and will spread to all of the chain's approximately 5,100 U.S. restaurants next year.
News source: InfoWorld