Last year, Domino’s introduced emoji ordering and many other easy ways to order pizza as part of the Domino’s AnyWare suite of ordering technology. But many still view 1-click as the standard in e-commerce ordering.

Not anymore. Introducing the Domino’s Zero Click Ordering App. Order by simply opening the app. That’s it. Not a single tap, swipe, or click needs to be made in the app to place the order.

After first downloading the app, users sign in to their Domino’s Pizza Profile to access their saved favorite order, known as an Easy Order. The next time they open the app, the order is automatically placed. A 10 second countdown gives users time to cancel in case the app was opened on accident.

The creation of the Domino’s Zero Click Ordering App for iOS and Android was only possible because of the groundwork laid by previous Domino’s digital innovations. A couple years ago, we introduced Pizza Profiles, allowing customers to save their payment info, addresses, and an Easy Order. An Easy Order is your favorite food order bundled with your preferred payment method, order type (delivery or carryout), and address or favorite store.

The combination of Pizza Profiles and Easy Order makes it possible to order by simply opening the Domino’s Zero Click Ordering App (after a short setup process where the user signs in to their Pizza Profile to access their saved Easy Order).

A 10 second countdown gives users time to cancel in case the app was opened by accident. Once the order is placed, the app automatically transitions to Domino’s Tracker so users can follow the progress of their order.

The app launched on April 6th so we’ve only had a few weeks to capture results, but thus far the Zero Click App has garnered over 448 million earned media impressions from press coverage by Time, Fox News, NPR, Business Insider, Chicago Sun-Times, Fast Company, numerous local television stations, and more. Zero Click also trended on Facebook on the day of launch. All of this was achieved with less than $25k in paid media.