There are few electronic devices with which you cannot order a Domino’s pizza. When the craving hits, you can place an order via Twitter, Slack, Facebook Messenger, SMS, your tablet, your smartwatch, your smart TV, and even your app-enabled Ford.
This year, the pizza monger added another ordering tool: If your home is one of the 20 million with a voice assistant, you can place a regular order through Alexa or Google Home. Just ask for a large extra-cheese within earshot, and voila—your pizza is in the works.
Amazon’s Alexa offers more than 25,000 skills—the set of actions that serve as applications for voice technology. Yet Domino’s is one of a relatively small number of brands that has seized the opportunity. Amazon Echoes and Google Homes open a window into user behavior that marketers previously only dreamt of.