The news: Domino’s customers can now order a pizza from their car dashboard, thanks to a tie-up with Apple CarPlay, per a press release.

• Drivers who have downloaded the Domino’s iOS app on their iPhone can access the feature.
• From the dashboard system, they can either “Tap to Order” a saved order or “Call to Order” via their hands-free system.

The in-car opportunity: Car commerce is gaining momentum.

• We expect 151.4 million people will drive connected cars this year, per our forecast. Of those, 47.6 million drivers will use Apple Carplay—edging out Android Auto users, at 30.7 million.
• Behind fuel payments and parking, order-ahead is one of the most compelling use cases for such systems. Limiting the functionality to saved orders and hands-free calling could also reduce the risk of distracted driving, compared with trying to navigate a mobile app behind the wheel.

Other firms are racing to stake a claim in the in-car greenfield. Apple has sealed deals with the likes of Chevron and Panera; Amazon and General Motors are working on an in-car payments feature; and Google Pay, Stripe, and Fiserv have all forged in-car partnerships.

The opportunity: Domino’s is leaning into one of its stronger business lines to support sales. Price hikes crimped delivery sales last quarter as consumers shifted to carryout to avoid added fees.

Domino’s has been an industry leader in enabling ordering from an array of unconventional formats, even over Slack. But embedding ordering opportunities where it’s convenient—like when someone’s driving home from work—could help boost sales and encourage repeat customers.