ANN ARBOR, Mich. – Domino’s Pizza is launching the easiest way for consumers to order: zero-click ordering. When Domino's launched the Easy Order in 2013, which refined the ordering experience down to five clicks, it seemed like the height of convenience for consumers. It wasn't.

Zero-click ordering is pretty easy. Users download the app and link it to a Domino's Pizza Profile. When the new app is opened, the saved Easy Order is automatically reordered without a single tap, swipe or click. Customers will see a 10-second countdown timer before the order is placed (giving consumers a chance to stop their order)…and voila!

“We think about how to make digital ordering better all day and all night,” said Dennis Maloney, chief digital officer at Domino's. “Zero-click ordering is a dream come true for us. I'm not saying the idea came to me in a dream (and I'm not saying it didn't), but I challenge someone to dream up an easier way to order.”

Maloney told AdAge that zero-click is “an ordering application that really doesn't require you to do anything,” adding that the pizza chain likes to say it “used to be a pizza company that sold online and we've now become an e-commerce company that sells pizza.”