Domino’s Pizza Adds what3words Address Option to Online Orders


Domino’s Pizza has struck a deal with language-based navigation platform what3words to ensure deliveries with pinpoint accuracy.

What3words has divided the world into 3m squares, with each square measuring just 3m by 3m.

Each square has been assigned a three-word address to give every location a unique address. This makes it easier for people to find each other. The three-word address for Domino’s is “DMPL.” The service will be available globally for all 50 states with 100+ countries to follow.



what3words divides the world into 10-foot squares, each identified by a unique combination of three words.

Each square, known as a “tripod”, represents a location and can be identified globally by any three-word address. Adding a fourth word to the address is straightforward; it points to a one-metre square, which sits in the centre of the rectangle and which contains a geographic, physical detail. For example, four words might be “MILE ZERO” or “SHOE COATE”.

Any four words can be used, but if there are more than six million 3m squares in the world, then there are only three trillion three-word addresses that can be created.

The what3words platform has already been integrated into a number of key global systems, notably aviation, tourism and shipping, and is fast becoming the one-stop solution for location-oriented services.

Domino’s will use what3words to ensure deliveries with pinpoint accuracy.

The pizza chain will roll-out its precision pizza service in the UK in November, offering customers the opportunity to create their perfect pizza – choosing exactly what toppings they want and how they want it to be delivered – in a 3m square location with pinpoint accuracy anywhere in the world.

“The UK is Domino’s largest market outside the US and a key focus for our global expansion strategy, so it’s important we listen to what our customers want and create innovative solutions that deliver a great experience,” said Chief Marketing Officer Chris Kempczinski.

“Delivering perfect pizzas to our customers in the UK is an important test of whether we can deliver a great customer experience on our precision pizza service.

“We’ve already tested precision pizza in the US and the results have been fantastic with over 50% of customers choosing the new service. We’re excited to launch this exciting new feature for Domino’s in the UK and look forward to closely tracking how our customers react to it.”

Domino’s precision pizza service will enable customers to select what toppings they want and how they want it delivered – either in their home or office or a restaurant location.



Businesses are already integrating what3words into their internal systems, but users will be given a choice of address-based pinpointing systems when finding other what3words users.

Lamborghini recently began embedding the what3words platform into its Huracán line of cars as part of the already integrated Amazon Alexa voice assistant.

Dominos Pizza Europe CEO Nick Knight said: “Dining-out is integral to our DNA, so we’re always looking for new ways to deliver a fun, convenient and seamless experience.

Partnering with what3words means we can enhance our customers’ experience by giving our most loyal customers the ability to order pizza using their smartphones and other devices and receive accurate delivery information.”

“We are delighted to be working with Domino’s Pizza, a global brand with a rich heritage and 77 years of delivery innovation,” said what3words CEO Nic Harrison. “The global pizza market is worth around $30bn annually, with sales expected to almost double over the next decade. Working with Domino’s will help boost their business by making it easier for customers to find their nearest store and ordering a pizza via smartphone.”



Customers can pinpoint the address for Dominos Pizza using a smartphone or other device. They open their address book or search multiple addresses using the what3words app.

The app then locates the nearest correct address, which can be easily accessed from smartphone GPS, without the need for an internet connection or additional steps. Customers can then give that address to friends via text messages, Facebook or Twitter.