Online pizza ordering makes sense for customers and the supplier: there's no need to wait for a call centre agent or store employee, there's less chance of error, and - if you have sufficient volume - it's cheaper to run.

Domino's already takes 50% of its orders online, and the company aims at increasing that to 80% during the next three years.

A new online system will play an important part in reaching that goal.

Developed in six months in conjunction with Thoughtworks, the new system eliminates the need for customers to install Flash, reduces the time taken to place an order, and features the company's new branding.

Other changes include a redesigned Live Pizza Tracker, improvements to the presentation of offers and the entry of vouchers, and provision for half-and-half pizza design.

The system is accessible via the Domino's website (which automatically presents a mobile version where appropriate) or through Android, iPad, iPhone, and Facebook apps.

"We need to ensure we’re always taking on customer’s feedback and searching for ways we can make our online ordering site more intuitive and user friendly," said CEO and managing director Don Meij.