Domino's Pizza has launched voice-based ordering technology, similar to Apple's Siri, that it expects will overtake traditional ways of ordering pizza online.
Customers will be able to tell the Domino's app or website what they want to order, rather than surf the menu and click on their pizza of choice.
Chief executive Don Meij said it is a new way of engaging with customers and will make online ordering fun.
He admits there are limitations to voice activation, and the new feature will stumble if a group of friends are shouting over the top of each other while ordering.
That's why a quick text function has also been added to allow people to text a response while ordering from the app, he said.
Voice and quick text ordering could one day overtake clicked-based online menu searches and ordering, Mr Meij said.
"We believe this will aid in our growth. It is that significant," he said.
"To a lot of people it can be perceived as a toy but we don't perceive it that way.
"We see this as platform change."
The new technology will be available in Australia next week, rolled out to New Zealand in coming weeks and in Domino's other markets, Europe and Japan, over the next couple of years.
Domino's also announced plans to launch Domino's Anywhere, which will allow customers to drop a location pin using GPS locators and receive orders at parks, beaches and other locations without a specific street address.
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