The app, which uses what Domino’s is calling ‘Gastro-Acoustic-Enterology’, has been launched help ultimately drive sales for the take away as well as showing how many options are on its menu.
The app works by holding the phone against the stomach in order for the vibrations to be read, the personalised pizza suggestion then given based on the sound produced.
Rupal Patel, digital campaign manager at Domino’s said: “At Domino’s we like to push the barriers of innovation – and also, give our consumers little moments of joy along the way. This is a tongue-in-cheek way of demonstrating the wide range of choice available – and making ordering your pizza a bit more interesting! On average 62% of our orders come in through online, and 50% of those are mobile orders. The Tummy Translator is a way of us engaging with those users in a fun, unique and entertaining way.”
Adam Wright, managing partner of iris, added: “This was very much a proactive brief, with participation at its core – and the final product plays perfectly into Domino’s core brand values of greatness, innovation and fun.”
The launch of the app is part of a wider brand message of ‘Greatness at Domino’s’. To launch the app, Domino’s has also created a video giving a behind the scenes look at the ‘technology’ and ‘inspiration’ behind the app.