Mobile ecommerce is growing rapidly for pizza company Domino’s, says Dennis Maloney, VP of Multimedia Marketing at Dominos, in an interview with Beet.TV at the Consumer Electronics Show. Digital channels already account for 40% of the brand’s pizza orders, with one-third of those coming through mobile venues. “It’s our biggest area of growth,” he says. “It’s driving a huge adoption of pizza ordering. You can geo-locate, and just place your order.”

Given this growth, Domino’s is focusing on a “mobile-first mindset” that takes into account all the different mobile channels and devices and how consumers use them, including mobile services in cars, like Ford Sync, he says. “We see that evolving at a face pace,” he says. Domino’s generates more than $1 billion a year in digital orders.

For more insight into how Domino’s is marketing in the mobile medium, as well as challenges the brand has encountered, check out this video interview.  We taped this segment at the Mindshare Client Huddle.