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A Definition Of Online Ordering Systems Information Technology Essay

Paper Type: Free Essay Subject: Information Technology
Wordcount: 4961 words Published: 1st Jan 2015

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Online food ordering services are websites of local restaurants and food cooperatives set up for customers to select from the interactive menus provided so as the ordering process can take place. In order for ordering to take place, any sorts of internet capable devices which support complex web pages are used. People normally use computers to access into the food websites and place an order. Similar to ordering consumer goods online, online food ordering services also allow consumer to register and uphold an account at the Domino’s Pizza website in order to make frequent ordering convenient. A consumer will look for favourite restaurant, browse from available items, and select delivery or pick-up. Payments could be made via credit card or cash. Partial of the payment will be given to the online food company. The pioneer restaurants to adopt online food ordering services are corporate franchises such as Domino’s Pizza and Pizza Hut.

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Firstly, the customer needs to go the Dominos official website, www.dominos.com.my. The registration as a Dominos member is necessary if the customer order pizza via online for the first time. First step of the register process is entering the street name to locate the customer delivery address accurately for the delivery. After registered, click on the “Order Now” button. A log in box will pop up on the screen asking for the customer username and the password. After login the customer is able to start to order on desired food or drinks. Once finished ordering, click on “submit”. An e-mail for verification will be sent to the customer. Once verified, the delivery will send to the customer’s location within 30 minutes. After purchasing the pizza, customer can keep track of their pizza by GPS Tracker offered by Domino’s Pizza. Payment is made subsequent to the customer when the Domino’s employee delivers the pizza to the customer.


Ordering food online is becoming a norm for restaurants which offer takeout and delivery orders. Online food ordering is designed as it is cost effective yet an efficient system to satisfy the restaurants needs. The system is also designed for its ultimate flexibility and performance. The customers will be able to access into the company existing website and browse at their menu and select and place their orders on what they desire. Once the customer has confirmed their order, the system will either email or fax the customer’s order to the restaurant.

The online ordering system also enables customers to order days in advance and the system will accomplish the order at the specified time. The online ordering system has been constructed to handle large amounts of orders simultaneously to prevent the system overload.

This system is also flexible in a way, whereby customers are able to place online orders quickly, with just a ‘click’ comparing to the tradition where orders were taken through the phone. More time and cost will be saved ordering online as phone bill is charged according to the time the phone is on the line. The system was used intended to meet the requirements of all of the clients.

Internet database

Online ordering is easy and convenient yet they have more to improve on their online ordering system. It is good that online ordering system has linked the customers’ information with the database of the system which facilitates the ordering of customers. In addition, customers’ information could be tracked easily from their database rapidly if they are regular customers.


With the escort in of the 21st century, several of individuals have found out that it is basically easier to purchase goods online. This depends on the consumers’ preferences. Some people feel unsecure buying items online because they cannot have physical touch or sight with the items they wish to buy. In this case, some people prefer to have the pizza straight from the oven when it is served.

Online ordering provides additional customer service such as delivery to the destination that they have requested for. Customers can view the entire menu and all special offers via official website though online. The system records customers’ orders when purchasing has taken place. Extra services are provided to customers for example like estimated delivery carryout times and track their pizza’s position using the GPS Tracker accessible on the website.

When ordering via online, even throughout a busy period such as lunch or dinner time, customers would not have a problem in contacting Domino’s Pizza and placing their orders. The customers just need to order via online and the system will automatically generate and put it on queue.

Online ordering records and stores past records of orders made and allows the customers to view them anytime during their online ordering session. These records will store at the database.

The biggest advantage to order pizza online is that the customer can save a lot of time and effort. Customers can decide to complete their orders within seconds or take their time the customer wishes. There are no time limits for them to complete their orders, thus, customers can take their time to order. Instead of planning out time in daily schedule to go out and make a purchase, the consumer can instead go to the website when they have a free time at work or at home late at night, and look up the product that the customers are considering to purchase. The customers can view the full menu and can order any combination of food while the prices are displayed and calculated as they go. It is much easier for a customer who is wished to make large and complex orders online because the customer can order in patiently, consider the options, and calculate different pricing schemes.

Consequently, a customer can take a look at products late at night. Even though the Domino’s Pizza stores have closed for the night, customers can place orders for the next day while the website still running and available to make pre-order. This means that even after a long day at work and going back home to meal with family, the customer still have time left to go online and look for the product they want to purchase. The Internet is there is open 24 hours 7 days, and is always willing to let the customer to come make pre-order.

By going online, the customer do not have to worry about the hassles, such as when they decide that it is time to check out, they do not have to waste the extra time queuing in line. By ordering online, the customer can also take advantage of deals that are only offered to online customers, and often find products that wouldn’t be available at a walk in store and special offers are given to online customers. Customers who order pizza online are proven to order more because they don’t feel hasty while ordering, as the customer often does over the phone when using phone order.

In addition, online ordering increases the amount of customers who visit the Dominos Pizza official website. It also gains customer satisfaction and loyalty throughout the company. Due to its convenience of online purchasing service, customer purchase frequency also may increase. The company eliminated or reduced labour costs associated with manual order taking due to technology computerize replaced labour usage. For the Domino Pizza Company, the online ordering system accepts both online and traditional coupons to attract more customers.

Mackay (2008) claimed that “Customers who order on the web tends to order more because they have a menu in front of them.”

With internet, there will be fewer errors on the orders or miscommunication among customers and the employee who taking orders. Compare to phone call ordering, online ordering pizza make fewer mistakes. When during the phone call order, the customer may order wrong item without realizing it. The pronunciation of certain words might lead to order the wrong product. Besides, it provides timely service. The system examines all food orders prior to the completion and corrects human errors. Also, with this system, the registration of online guests is utilized to create valuable marketing campaigns.

Online Ordering provides the wonderful solution for office lunch orders. The customers can orders without the hassle of using phone call to order the pizza. The customer can take their time and get the pizza in time. The Domino’s Pizza website guarantees that the message, promotions and add-on offers are well delivered to the customers.

In financial factor, online ordering system increase the efficiency and cost effectiveness of the ordering operations. For the advertisement, it can create easily or upload promotions to the Domino’s Pizza website. For instance, this system can increase the customer’s guest check automatically by customer email by suggesting upcoming sells for additional products. Online ordering increases in sales of goods in the Domino Pizza Company.


The trend of shopping online, especially ordering pizza online has gradually been significant in the last decade and online sellers are expected to have improvements on the volume of sales after website features and services altered. There is no doubt that the customers can find great deals online and so many different products which may not be even available in regular stores. By the way, there are certain disadvantages of online ordering.

Normally when we shop from a regular store, we can go directly to a salesperson face-to-face to enquire and clarify our doubts regarding the food we ordering. It is possible that customers would have a wrong idea of what the products and services is about as the customers and the employee cannot deal face-to-face for a clear explanation.

Another disadvantage is that a lot of companies which sells online state that customer have to pay for the shipping and delivery charges depending on the weight of the product the customer orders. Only a few companies with websites offer free shipping services while some companies provides free shipping services only if the customer has a total purchase of prices exceeding a certain amount. The shipment fee charged often is one of the reasons that customers would not like to order goods online and does not guarantee that the goods delivered will be in good shape.

However, a company must consider on the target market they would like to focus on promoting their products and services to. The elderly are most unlikely to order goods online due to their knowledge of operating a computer. Therefore, if the target market includes the elderly, a traditional service has to be provided to them.

Online connectivity issues are the greatest disadvantage for online ordering. The customers add items in online shopping cart, enter information and press “submit”. The confirmation screen might time out when the internet has an unstable connection. The online customers would not know whether the order has been made or not while reloading the page may cause several billing or several orders.

Moreover, customers may also make human errors, such as ordering the incorrect item. This can occur when the customer attempts to place an order. The customer may have accidentally clicked on the wrong item while placing their orders through the website. Even if the consumer clicks on the correct product and provides an accurate product number there may still be mistake made in the ordering process if there are options associated with the item. This problem can be rather disturbing because the consumer will get agitated when the incorrect item is received and therefore, loses customers’ loyalty towards the company.

Another disadvantage is that purchasing online would mean that personal information has to be given to the company when purchasing is taken place. Some companies take advantage of this feature. By purchasing on the Internet, the customer would have to take the risk of having their information taken by online companies and misused. Though this is a very rare occurrence, it is more likely to happen online, than in person. To avoid personal information from being exposed, customers would usually look for a trustable company to purchase goods from.

More often, what people dislike about online purchasing is that delivery services are only restricted to certain areas. As a result, people living in rural areas are at a disadvantage whereby they will need to go to the destination whereby the company is able to deliver.

Impact of the Technology

Domino’s Pizza is the first pizza delivery company that launch online ordering system and one of the most recognizable pizza brands in Malaysia. Online ordering has been great in this era of time, where communication taking place thru the internet.

The company stated the pizza that order via online in Malaysia take up about 8 to 10 percent of the overall sales. On average, Domino’s sells over one million pizza daily across the global. The technology helps the Domino’s Pizza gain great revenue over other competitors like Pizza Hut which offer online delivery service as well, McDonald and Nando’s which order by phone call.

Technology has hastily taken over many jobs whereas technology also creates new jobs towards the organizations. Due to the implementation of the online ordering system for the Domino’s Pizza, the company might require some web developer to maintain the website and the database. The organisations leadership and managers need to be change and they recognise the need to adapt and change in response to their vision, aim, shareholder expectations and consumer tastes for example the Domino’s Pizza need to set new regulation and IT code of conduct to manage the Domino’s Pizza website.

Internet Application


Dominos Pizza makes use of E-commerce, meaning transactions over the internet, ordering food online can be an example, pizza- a customer’s favorite, and additional menu items includes chicken finger`s, fresh salads and sandwiches. At the end we all enjoy all the benefits that the internet serves to the Domino’s Pizza.

The Domino`s Pizza uses a high-speed connection to access the internet, and with use of the internet they have a domain name, www.dominosoline.com. By the use of the internet is the ultimate tool in marketing, means they can reach an even wider population.

Domino`s have they own website that they operate on is secure and hence digital certified thus providing the user to browse safely. They have built secure internet architecture to safeguard the data that they collect online, example can be advertisement boards.

The Dominoes Pizza uses internet browsers to surf the web and consists of other useful features which are used to make ordering a pizza as easy as possible, apart from that you can do everything on their site from browsing the menu and ordering a special pizza`s and furthermore tracking the customer pizza in real time from order to delivery.


In terms of difference we see that E-mails sent to customers by the Domino cannot be replied back therefore it help in eliminating the risk of acquiring any Spam without the need to make use of freeware or encryptions.

This System does not incorporate chat services, newsgroup or message boards to any user. The System does not incorporate any file transfers over the internet, be it downloading or uploading.


According to the similarities and the differences, we see that the advantages and the disadvantages of using ordering online; several recommendations are advised to be considered by Domino`s Pizza for them to enhance their services and operation and performance.

Ordering food online should be more dynamic and helpful to the customers by enabling them to send instant messages to the customers notifying them on cancelled orders via emails, phones or fax informing them about the dynamic change, and providing them with other feasible alternatives.

The interface of the ordering food online should be implemented to support more functionality like incorporating tighter security measures. This will allow the user to have more interaction with the system and test the system of its fullest potential.

Ethical & Legal Issues

Computer Ethics

Computer ethics is the moral guidelines that govern use of computers and information systems. For example, unauthorized use of computers and network, software theft, information accuracy, intellectual property rights which is the rights to which creators are entitled for their work, codes of conduct and Information privacy

According to James H. (2000), computer ethics is the study of the nature and social impact of computer technology and the corresponding formulation and justification of policies for the ethical use of technology.

Information privacy is one element of the computers ethnics. Domino’s Pizza Malaysia acknowledges and respects the privacy of individuals. This policy covers the personal information that Domino’s Pizza and its franchisees hold and locate the way in which Domino’s Pizza and its franchisees will use, manage and protect the customer personal information when the customer visit any of Domino’s Pizza websites, or place an order with one of the stores.

In additional, Domino’s Pizza is concerned about the information accuracy of customers. Domino’s Pizza will take reasonable steps to ensure that the personal information collected is accurate, complete and up-to-date. The customer can access and request correction of any personal information concerning the customer at any time. The customer may also request that the personal information be deleted at any time. Domino’s will take reasonable steps to protect personal information from misuse, loss and unauthorised access, modification or disclosure.


A variety of ways to safeguard personal information is installing a cookie manager to filter cookies. A cookie is a small data file sent from a web server that is stored on the computer’s hard drive. Cookies allow the customer to recognize their computer while the user is on the website and customize the customer online experience and make it more convenient and browse the website browse faster for the customer. This file enables to track visitor to the website and records certain data concerning that visit, such as the web pages that the customer viewed in order to access to the website. The use of cookies by Domino’s Pizza enables the server to record the customer preferred language for navigating the website and improve the functionality of the website. Cookies are also useful in allowing more efficient log-in for users, tracking transaction histories and preserving information between sessions.

Most web browser applications for example Microsoft Internet Explorer have features that can notify the user when the computer receive a cookie or prevent cookies from being sent. If the users disable cookies, however, the user may not be able to use certain personalized functions of the website.


When Domino’s Pizza receives or sends data via its website, it uses recognized industry standard encryption technology. Encryption is the translation of data into a secret code. Encryption is the most effective way to achieve data security. To read an encrypted file, the authorized person must access to a secret key or password that enables the user to decrypt it. Unencrypted data is called plain text whereas encrypted data is referred to as cipher text. Domino’s Pizza is using Voltage Security’s Secure-mail encryption package to protect internal and external company e-mails.

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According to Anderson (2007), the manager of network security of Domino’s Pizza, he claimed that the move is part of a corporate-wide data loss prevention initiative to avoid accidental loss of private or proprietary information. He realised that e-mails being sent to partners and suppliers, such as insurance providers, may contain information like social security numbers that must be encrypted before sending. The decisions about encryption will be made based on pre-set policy, not by individuals on a one-off basis

Secure-mail will automatically flag e-mails with sensitive data and encrypt them automatically prior to sending. Recipients will be able to read protected messages without having to download and install client software.

This image show how the encryption works

Image Source: http://www.outsourcing.st/uploads/images/public-key-encryption-example.gif

Privacy Laws

Privacy laws have been set by Domino’s Pizza for example like how Domino’s Pizza collects customer information and how they use customer information. As Domino’s Pizza continuously improve and expand their services, the policy might change from time to time. Whenever necessary, check the website regularly to stay informed of any updates. The policy is effective as from December 2009. Domino’s Pizza reserves the right to modify or supplement the policy at any time. If a material change to the terms of this policy is made, Domino’s will post a notice on its homepage and a link to the new policy.

Domino’s Pizza does not provide personally identifiable information to unaffiliated third parties for their use in marketing directly to the customer. Domino’s Pizza may use unaffiliated companies to help it maintain and operate its website or for other reasons related to the operation of its business, and those companies may receive the customer personally identifiable information for that purpose. Personal information that the customer submit to Domino’s may be disclosed to a third party such as the suppliers who are employed to provide some of the services such as mailing houses. For example, if the customer place an order via our internet order system, the customer details will be passed on to VeriSign, who receive the customer credit card details for internet order payment. VeriSign is a secure internet payment gateway that secures the customer credit card number during transmission.

Domino’s will not collect, use or disclose sensitive information such as information about racial or ethnic origins or political or religious beliefs except with the customer specific consent or in the circumstances permitted in the Malaysian privacy laws or any other related laws in Malaysia.


The customer can protect their privacy by fill in necessary information on registration forms, rebate and warranty. The customer can limit the amount of information provide to the websites, fill in only required information. The customer is encouraged to set up a free e-mail account and use this e-mail address for merchant forms such as ordering a pizza. In addition, sign up for e-mail filtering through the Internet service provider or use an anti-spam program, such as Brightmail. Do not reply to spam if necessary.


Before I start to write about similarities and differences between the security issues and domino’s pizza ordering online, we should know the first goal to security issues keep users safe and domino’s pizza online need this service to save customers information from loss or damage.


All of the security that Domino’s Pizza executes and makes use of it is to win the customers reliance. Domino’s company try always to gain the customer and security companies by providing appropriate for the users.

All of them looking for renewal ideas, offers and Inventions like new recipes for pizza and such us security program scans the files and codes and automatically pass to the company site on the Internet and to compare these codes and the company will renew the information. All of them need the computer.

Viruses, worms and Trojan horses hurt the security and hurt domino’s pizza online also because domino’s company using internet and company want save Privacy such us security the amendment or change within the Software Protection. All of them has specifically plan.

All of them use internet explain, domino’s use internet to make ordering easy for all people who using internet and also order what over the people want from domino’s. Security fabricate because the people how use internet need to save the information also domino’s company need the security to save data from steal or loss.

Challenge and Competition. Security companies compete with each other in the services companies provided for the user to gain users satisfaction and also domino’s company using advertisement in TV, newspapers and web sites compete with domino’s many companies and restaurants such as pizza hut stubborn challenger for domino’s.


Security issues

Domino’s pizza online

Security is software. The main benefit of the program is a firewall that works to protect the device during work on the Internet and this wall protects you from hackers

Domino’s pizza is restaurant best services through company web page

Security is very important and indispensable to save the information away from the players and hackers.

Domino’s pizza is not important, because there are many restaurants that provide the same services also, therefore one cannot loss anything from not eating from pizza rest restaurant.

Protection service and Information systems and prevent any person from entering except by permission of the user to our system

Service request and this service is available to request through the website

Problems in security:

All off Virus & Anti-Virus, Kaspersky, Nod32, Norton and AVG did not reach full perfection each of them has many flaws and errors such us program size and some of them has the property to delete without permission from user or some of this make system slow.


Stepping into the world of modernization, majority of the services are being computerized and programmed in a specific system to simplify and reduce labour work. It is a wise decision for Domino’s to adopt online food ordering system due to its convenience and user friendly.

Domino’s website which provides online ordering also have saved profile of signed up customers, including full name, contact number and also complete address for delivery. It prevents mistakes of jotting down the details if customers order through phone call. Besides, Domino’s have also kept a record of previous orders so that customers can refer to previous selection of their favourite pizzas.

This online ordering service will undoubtedly attract more customers because Domino’s allow customers to place an order via internet today and request for delivery on another day. The delivery time is also available at any time according to customers’ needs from 11.30am till 11.30pm.

Another great service provided in online ordering service is Domino’s have specifically engineered the “Great Pizza Service Tracker” that provides customers an up-to-date status from the moment customers place orders to the moment the pizza leaves the store. The status starts from order placed, preparing, baking, boxing, packing, ready for delivery, and lastly the pizza is ready for delivering.

In conclusion, Domino’s has successfully keeps their customer loyal is partly due to the wide usage of online food ordering service. This service has not only minimize mistakes while placing an order, it has also provides maximum satisfaction for customers during the selection of food.


According to our research about Domino`s Pizza, several recommendation are advised to be considered by the company to improve their services and operation performance:


Domino`s company needs an effective advertising structure or plan, in this case it will improve customer relations. The domino`s company needs to increase the speed and efficiency of pizza making, therefore means that they can cope with larger amount of customers and having long customer relations.

Performance management

Domino`s company should check how the employees are doing for example how they analyze the performance of the company. Employees are required to interface directly with the customers to improve better understanding; another thing is that the employees need to make certain decision in the company rather than waiting to be told what to do and how to do. For Domino`s to be successful, the employees need to work hard so that they can reach the objective the company. I will recommend the employees should be made happy for example, good working condition and to be treated fairly.


Domino`s company needs to improve on their sales which at the end will inevitably lead to more profit and fame also. The Domino also has to break in and expand and do well in the Malaysia market.


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