Domino’s launches ‘The Tummy Translator’

Domino’s The Tummy Translator

Domino’s Pizza has launched its latest mobile innovation – in the form of The Tummy Translator – an app that helps users navigate the extensive menu choice by translating their tummy rumbles.

Using a play on a fictional new technology ‘Gastro-Acoustic-Enterology’, the app enables users to rely on their stomach to choose their ideal order. The idea was developed by iris, the creative innovation network, to drive awareness of Domino’s fresh credentials and the extensive range available on the menu.

Rupal Patel, Digital Campaign Manager at Domino’s said of the launch: “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.”

iris also created a film to launch the app – giving a brief history of the ‘technology’ behind it as well as informing the user exactly how the app works.

The Tummy Translator fits in seamlessly within Domino’s wider brand platform, Greatness from Domino’s – delivering moments of reward, joy and entertainment to its customers, along with its tasty meals and treats. The app will aim to drive sales for Domino’s, and will reward users with unique Tummy Translator offer codes and mobile deals.

Adam Wright, Managing Partner, iris: ‘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. After all - choosing Domino’s pizza is a wise but sometimes hard decision. The Tummy Translator can help with the vast choice. What’s not to love? Let your stomach decide.”

The Tummy Translator is fitted with an option for users to choose if they are Peckish, Nibbly, Hungry or Famished, and can identify over 500 foods – as the film states, ‘the slightest change in pitch can mean the difference between red peppers and red onions*’.

The app will be available on android and iOS.

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