Pizza Hut Adds Cell Phones To Ordering Service

Pizza Hut joined other pizza chains this week and launched a service that allows people to place their orders on mobile phones.

People can sign up for the service at PizzaHut.com and then add their mobile phone number to the account. They can create a customized "Pizza Playlist" with their favorite menu choices and use it as a guide when texting an order to Pizza Hut.

Pizza Hut is offering a second option that requires people to visit its Web site on a phone's browser. The Web site has been optimized to work on small screens, according to Pizza Hut. It works just like the desktop version where people can browse the complete menu and place their order on the site.

Pizza Hut isn't the first to enable orders on mobile phones. Domino's and Papa John's offer similar services.

The growing trend of mobile ordering has attracted startups like Mobo Systems to create services that simplify the process.

Mobo's service, called GoMobo, is kind of like Fandango for food, according to CEO Noah Glass, who recently met with InformationWeek. GoMobo lets subscribers (who sign up for the service) order and pay ahead online through a mobile Web browser or by sending a text message -- all without having to wait in long lines at restaurants. Restaurants receive orders via Internet-connected computers using GoMobo's proprietary software, or through a fax machine.

The service first launched in New York City and is being rolled out nationwide. GoMobo is expected to be live in three major cities and at more than 5,000 restaurants by the end of this year.