Domino's Pizza has launched voice-based ordering technology, similar to Apple's Siri, that it expects will overtake traditional ways of ordering pizza online.
Customers will be able to tell the Domino's app or website what they want to order, rather than surf the menu and click on their pizza of choice.
Chief executive Don Meij said it is a new way of engaging with customers and will make online ordering fun.
He admits there are limitations to voice activation, and the new feature will stumble if a group of friends are shouting over the top of each other while ordering.
That's why a quick text function has also been added to allow people to text a response while ordering from the app, he said.