The company, based in Ann Arbor, Michigan, says the updated app for iPhones and Android devices will deliver a "human-like, conversational" experience, but notes that it will take some time to work out the kinks in the technology.
"It is not perfect," Domino's CEO Patrick Doyle said in an interview. "This is the sort of thing, like any other really new technology launch, you're going to learn, you're going to get better."
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Already, mobile and online ordering accounts for 40 percent of Domino's U.S. sales. Growing that portion of its business has become a priority for the chain, with customers increasingly saying they prefer to place orders that way. People who order digitally also tend to spend more and return with greater frequency because they like the convenience, Doyle said. Meanwhile, he noted that smaller pizza shops don't have the money to invest in such technologies.
"It is clearly an area where we'll be able to leverage our scale," he said.