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Domino's makes ordering pizza dangerous with 'Easy Order' button

Matt Brian , @m4tt
11.23.15
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With more than half of its customers now ordering via its mobile apps, it's fair to say that Domino's has pizza delivery down to a fine art. But in this modern age, there's always room to shave a couple of seconds off the purchasing process. That's where "The Easy Order" comes in. Domino's has brought one-click pizza ordering to the UK, letting you hit a physical button to get your favourite pizza delivered to your doorstep.

The Easy Order actually comes in two forms: a physical and a virtual button. The physical option is provided by Flic and is a tiny magnetic button that can be programmed to do a number of different things. We've seen it used to control various phone functions, like snoozing an alarm or taking a photo, in the past, but Domino's will pair it with an app over Bluetooth in order for it to become your pizza delivery companion. Simply save your address and payment details on the Domino's website or app and select your favourite order -- the rest takes care of itself.

While the button isn't available outside of the UK (yet), Domino's offers a variety of Easy Order options in the US. Customers can pay via text and tweet an order using emoji, but also order via their smart TV or connected car by simply using their voice.

The first wave of buttons will go out in December by way of a "socially led" competition, followed by a second release in February 2016. However, you can immediately take advantage of the Digital Easy Order button. This virtual button works exactly like the Flic but sits inside the official Domino's app.

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