Send a text message, get a pizza

Papa John's has just launched a new service that allows people to order pizza by SMS. Very cool, but not as cool as it could be. According to the press release, you have to first create an account at Papa John's web site, where you enter your billing info, most common orders, and delivery address. Then when you want to place an order, you text something like "FAV1" to their short code 4PAPA (47272).

This could take off if they can spread the word, considering that after introducing web-based ordering in 2001 Papa John's now gets 20% of it's orders via the web. Being able to order pizza by SMS is very neat, but what I'd really like to be able to do is text in "lrg pizza pepperoni onions", and then get prompted for my delivery address if it isn't already on file. It's very cool that Papa John's is the first company to allow pizza orders by SMS, but I hope they improve their system a bit so that you're not required to enter your orders ahead of time.