Watch the Chicken Dance

Media Release
15 September 2008

Why They Crossed the Road to Watch the Chicken Dance

Free ringtones of Domino’s Pizza’s own techno music track are being offered as part of the new Techno Chicken promotion launched nationally this month.

The chicken scratches, jumps and fluffs its wings on a flashing disco dance floor as well as sings / clucks and crows to a techno beat. The New Zealand chicken trainer James Delaney assures all six of the chicken actors used were not harmed in the making of the video and will live out the rest of their lives as loved pets.

The video clip is posted twice on YouTube and both pages have had more than 340,000 views since it was uploaded in June by Domino’s Pizza Australia.

This week the promotion for the BBQ Chicken and Bacon pizza hit New Zealand’s Domino’s stores and the company is expecting its online ordering system to feel the interest from customers.

Since being introduced nationwide in January this year, the uptake of Domino’s online ordering service has risen quickly, outpacing the rate of uptake in Australia, which has had online ordering for about two years. New Zealand online orders have exceeded the Company’s predictions, growing 250% since April, says General Manager Peter Jones.

A recent report showed the Meatosaurus pizza is the most frequently ordered pizza online, with Hawaiian and Supreme coming in second. It also highlighted that customers get more creative ordering online using the Design a Pizza function than when ordering over the phone or in store, says Peter Jones.

The quick and easy-to-use system allows on-liners to choose their pizza base and add/delete toppings from the complete list of ingredients. The system also remembers each customer’s previous orders for fast re-ordering.

Online customers spend 20-25% more per order than phone or in store customers because they can check out the entire menu, take their time to decide and customise their pizzas. Customers buy a wider variety of pizzas online, do more customisation and buy more sides than via telephone ordering.

The busiest online stores (in order) are Auckland City, Browns Bay, Mount Eden, Timaru and Glenfield.

Online ordering improves accuracy and reduces staff time in store, Peter says.
“The online system includes fast payment and order processing with an accurate anticipation clock where customers can see in real time what stage of the process their order is at, such as making, cooking and leaving the store with the driver.”

A cash payment option was introduced with the online system. When ordering Dominos online New Zealanders prefer to pay cash, instead of credit card, with nearly 70% choosing this option.

To see the Techno Chicken clip and to get the ringtone go to www.dominospizza.co.nz

ENDS

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