Domino's, one of the largest pizza delivery chains is introducing its own version of Siri.

It is launching a new function in its iPhone and Android apps that allows its customers to place an order by speaking with a computer-generated voice named “Dom.” This rollout is intended to take Dominos' business away from its competitors by offering a more user-friendly way to order.

The company, based in Ann Arbor, Michigan, claims that the updated app for iPhones and Android devices will deliver “a human-like, conversational customer service experience that allows users to speak an order and quickly add items to their cart.”

Domino's CEO Patrick Doyle said in an interview,"It is not perfect. This is the sort of thing, like any other really new technology launch, you're going to learn, you're going to get better."

Increasing online business has become a priority for the chain because 40% of Domino's U.S. Sales comes from mobile and online ordering. Also, from customers' feedback, it is visible that they prefer to place orders that way. Doyle also recognized the inability of smaller pizza shops to come up with such technologies due to shortage of money required for investment.

"It is clearly an area where we'll be able to leverage our scale," Doyle said.

Apart from other factors that have helped in growing, Dominos's credits its digital platforms for helping drive sales. The company's domestic sales grew 5.4% at established locations.

According to Doyle's research, Domino's, Pizza Hut, Papa John's and Little Caesars – the four biggest pizza chains, together contribute 40% of the market.

An industry tracker Technomic analyst, Darren Tristano said, "The major chains have the potential to grow their market share by leveraging national marketing campaign and the ability to offer steeper discounts." He also added that while urbane ways of digital ordering provide the big chains a benefit, these technologies will ultimately turn out to be affordable for the smaller businesses too.

The voice ordering functionality on the Domino's app is relatively simple to use. After opening the app, the customer needs to type-in their address. It will then direct to the ordering page where pressing a button will help to order by voice. This voice identifies itself as “Dom” and takes the customer through the process by asking for toppings or other items. One can also browse menus, coupons and navigate through the app using voice. However, customers still have to type their credit card information.

The voice ordering feature in the app is powered by Nuance’s Nina Mobile voice speech recognition, speech synthesis and natural language understanding technology.