Domino's CEO and MD Don Meij said the launch will help drive the company's digital sales to never-before-seen heights in the Australian online industry.
'It's no secret that our digital business is the way of the future for us. In fact, over the next three years we know that more than 50% of sales will be from this side of our business,' Mr Meij said.
'What's even more exciting is our goal to have more than half of our digital sales coming from a portable device such as a mobile or tablet. This will mean more than 25% of our total sales are from customers who are using new hand-held technologies to order their favourite things.
'We strongly believe in investing significant time and money into this platform and are already looking at ways to grow our digital footprint even more in the future.'
Mr Meij said Domino's aim was to drive portability and ensure customers could order a pizza anywhere and anytime.
'We know traditional methods of ordering pizza - such as walking into store or using your home phone to dial in an order - no longer resonate with our customers. We need to move with them and offer greater possibilities,' Mr Meij said.
'It's all about having the freedom to be wherever you are, doing whatever it may be but still be about to place an order with Domino's without putting your life on hold.'
The launch of the mobile ordering site follows the successful iPhone app which launched in November 2009, but is not designed to replace it.
Within three months of the launch more than $2 million in sales were achieved through the iPhone App and to date the app has been downloaded more than 600,000 times by tech-savvy consumers.