By Charlie Pogacar
While AI voice ordering is a hot industry trend, Jet’s Pizza has been quietly experimenting with a counterpart technology: AI-assisted SMS ordering. The Detroit-based pizza chain recently announced it has processed its 10 millionth order via the channel—translating to more than $250 million in sales since its inception in 2019.
At the center of that success is a simple concept: reordering. Customers who opt into Jet’s text ordering can save their go-to order and repeat it instantly with a short message—no apps to open, no passwords to remember, no menus to scroll. One week after placing an order, they receive a reminder. If they text back “re-pizza,” last week’s order is automatically placed again.
It may not be flashy. But it obviously works.
Related: Drone Delivery Is on the Brink of Reshaping the Pizza Segment
The delightfully straightforward ordering method reflects Jet’s Pizza’s ongoing strategy to reduce friction for customers. In 2024, the 450-location, family-owned brand told PMQ Pizza it was exploring drone delivery as a way to offset skyrocketing third-party delivery fees and labor costs.
“We always feel that we need to continuously improve the ways we get our great pizza delivered to you, the customer,” said Aaron Nilsson, COO of Jet’s Pizza, in 2024. It’s worth noting that the drone delivery program does not appear to have, well, “lifted off” quite yet despite a then-pronounced 2025 debut.
While some tech rollouts garner headlines and then quietly fade, Jet’s text-to-order program appears to have gone the opposite direction. It was in 2019 that Jet’s partnered with HungerRush to kick off an AI ordering integration initiative.
According to Jet’s leadership, the benefit extends beyond convenience for guests. By offloading routine phone orders to automated systems, team members spend less time answering calls and more time making pizza—still the core of the business.
In the case of text-based reordering, Jet’s appears to have struck gold: a tool customers actually keep using. Over 10 million orders and $250 million in sales later, the AI-assisted SMS ordering appears to have stickiness.
