For years, Pizza Pizza has marketed itself with an easy-to-remember phone number in its advertising jingle. Now, the company is making it even simpler, with a new wireless app that allows customers to order a pie at the touch of a button.
The Canadian pizza chain launched its free app for Apple's iPhone, iPad or iPod Touch on Monday, allowing customers to order their pizza, pay for it, and keep track of the chain's guaranteed delivery time.
The app also allows consumers to save their top orders, access promotional offers and find the closest retail location.
"Convenience is one of the reasons people enjoy pizza," Paul Goddard, chief executive officer of Pizza Pizza, said in a statement Monday. "We're very proud of our app's simplicity, it's unlike any other in our industry. This launch is an important part of our broader mobile strategy."
The company's move into mobile commerce comes at a time when 30 per cent of orders are placed on the chain's website. "We think [the app]is another powerful facet of our business to keep Pizza Pizza top of the mind in our marketplace," Pat Finelli, the company's chief marketing officer, said in an interview. "We're always following trends that make us No. 1."
The human touch
Expanding the automated ordering system will help the chain keep labour costs down and minimize wage increases.
"Instead of the costs going up, if anything it has frozen the cost from going up for our franchisees," Mr. Finelli said.
He noted that the new technology will also eliminate the room for human error, making it less likely for wrong orders or incorrect delivery locations.
The app will also make it easier for one of Pizza Pizza's top demographics, university students, to get their pizza fix.
Students will soon be able to pay for their orders using their university's meal card plan.
"It's a real staple because it's cheap, it's good enough and there are plenty of locations nearby," said Ian Vandaelle, a third-year student at Toronto's Ryerson University.