The Windows Phone app release adds voice capabilities – a first for a Domino’s mobile app. Domino’s also has apps for iPhone, Android and Kindle Fire devices.

“The strategy here is to continue to offer the most convenient ways to order from Domino’s, and we are very pleased that we now offer an ordering app to Windows Phone users,” said Chris Brandon, a spokesman for Domino’s Pizza.

“Domino’s now covers 95 percent of the smartphone market with our apps,” he said. “It is great for the consumer, and helps us continue to get better at offering mobile ordering – our fastest growing ordering method currently.”

Mobile ordering
When consumers open the Domino’s mobile app, there is a menu option that lets them order by voice.

Furthermore, the company has taken advantage of the Windows Phone operating system by letting customers pin their current order directly to their start screen.

With this feature, consumers have direct access to track an order using the Domino’s Tracker, the company’s digital order tracker.

Similar to other Domino’s apps, consumers can access the full national menu, browse current coupons and offers and use the location-based store locator to find the nearest Domino’s store.

According to the company, digital ordering now makes up more than one-third of its orders in the U.S. One-third of those digital orders come from mobile devices.

To help celebrate the new app’s release, Domino’s Pizza will be joining Microsoft for the grand opening of the Microsoft retail store at the Natick Mall in Natick, MA, providing pizza for campers waiting for the opening, as well as giving away gift cards.

Past efforts
Domino’s has been making a bigger play in the mobile commerce space over the past few years.

Last year, the pizza giant gave consumers 50 percent off all pizzas when they ordered via its Web site or mobile applications (see story).

Earlier this year, Domino’s unveiled its Domino’s Dollars initiative that aimed to bolster the company’s digital ordering, including online, mobile Web and applications (see story).

Most recently, the company teamed up with Major League Baseball to leverage mobile as part of a new promotion that offered fans free pizzas after a no-hitter game was thrown (see story).

“Mobile is our fastest growing ordering method currently and offers our fans and customers a very high level of convenience, and a great experience,” Mr. Brandon said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York