Strategy, Technology, Data

Domino’s does more than pizza, they innovate. Domino’s Australia engaged VERSA to create Australia’s first transactional voice experience. Together we changed the world with pizza delivery.

  • RoleStrategy, Technology, Data
  • ChallengeHow can we order pizza in an entirely new way?
  • SolutionHands-free ordering

Strategy & creative

Simplicity was key. Domino’s has 100’s of products available, and customers order differently every time.

We developed a conversational strategy around a “Quick Order” which meant customers could set an order they make regularly.

This meant customers could instantly ask Alexa to “Ask Domino’s to order my favourite” and the pizza was on its way.

Technology & Development

Our design approach was lean, scalable and future proofed.

Building a transactional API on the newly released Amazon Alexa platform was a first in Australia. So our team got to develop a new product while we built.

Functionality like tracking an order, saving an order was built in phases once the proof of concept had been proved.

We were also able to easily scale the skill for Alexa and Google, translating it for French, German and Dutch markets.

Research & Data

Post-release, we did user research, analysing the customer experience. So we found key pain points during release.

Through the process of continuous improvement, we solved these problems. Meaning we created a more seamless user experience after each insight we found.


  • 37%Conversion rates

    Customers who used the skill got a pizza

  • 30,000Pizzas delivered

    Enough pizzas to cover a football field

  • 1stTransactional voice experience in Australia

    Making history with pizza