After testing in beta, Domino?s Pizza has commercially launched its mobile ordering platform, an enhanced version of its mobile site with new features like the Pizza Tracker.

With the update, consumers can now track the status of their pizza order within 60 seconds of accuracy. Additionally, Domino?s has launched optimized sites for the iPhone, Palm Pre and Android devices.

?We were the first pizza brand to launch mobile ordering two years ago and we?ve seen exponential growth in the space,? said Rob Weisberg, vice president of multimedia marketing at Domino?s Pizza, Ann Arbor, MI.

?We look at mobile as a tremendous opportunity for Domino?s Pizza,? he said. ?The mobile device is the only device to travel with consumers always.

?Mobile phones and how consumers leverage them is all about personal experience and if you think where the phone is when you?re sleeping?it is always within reach.?

Domino?s Pizza is primarily a locally owned and operated franchised system, with a network of 8,773 franchised and company-owned stores in the United States and 60 international markets.

Domino's Facebook and Twitter followers got an early preview of the offerings.

The new enhancements are designed to make the mobile ordering process easier for consumers. There is no downloading or registration needed to use the mobile Web ordering system.

If a college student orders a pizza, using Pizza Tracker they can time the order to finish their studying in the library and head back to their dorm just as their pizza reaches their room. More than 75 percent of online customers use Pizza Tracker.

Users can now order faster with an Express Ordering option, which cuts 50 percent of clicks from the ordering process.

On the mobile ordering platform, a full menu is now available showing toppings, topping portion options, sides, drinks, sauces and desserts.

The site now remembers past orders, making favorite orders available in one step.

Coupons based on location are now sorted by popularity and by the number of people it will feed.

Consumers can also optin to receive a text message confirming their order has been received.

Mr. Weisberg said mobile devices are the most personal way to connect with a consumer and that Domino?s respects that fact.

?We treat mobile with kid gloves,? Mr. Weisberg said. ?Think about mobile, there?s a trust there because it is a personal item, not like a landline.

?Consumers are investing in Domino?s, giving us their trust not to abuse the channel,? he said. ?They essentially raise their hands via text or online or our mobile site and they are asking us to send them strong offers.?

Domino?s has seen tremendous growth in mobile. Within the first six months of 2009, the pizza giant has doubled its 2008 mobile sales.

The pizza chain looks at mobile users as some of its most loyal customers and makes sure its mobile offerings are identical to the online and retail offerings.

No stranger to mobile
Domino?s has embraced the mobile platform before.

In March, the pizza chain rolled out a mobile coupon program that serves its franchises nationwide.

Domino's selected Air2Web to be the sole mobile services provider for its new mobile coupon campaign management platform. Domino's used Air2Web's services to send coupon codes to opted-in consumers via text message (see story).

?In general we ensure the mobile offers we make are by far the strongest offers we give to consumers,? Mr. Weisberg said.