UK and elsewhere have soared. In Australia, the app is creating buzz and increasing online orders.
In the US, Domino's is actively using social media to involve customers and encourage ordering. Its Twitter account has more than 15,000 followers.
Its FB page invites customers to snap a photo of a Domino's pizza and receive $500 if the photo is chosen as one of 8 winners.
In fact, after a customer submitted a photo of a mashed pizza he had received, Domino's responded by using the photo in an "apology" commercial and replaced the pizza in very public fashion. The apology campaign has carried over into social media, as well. In short, Domino's is using technology and humility to reach its target audience, polish its image, and beat competitors.