Domino's app translates belly rumbles into personalised order suggestions

Domino's Pizza has created an app that can listen to belly rumbles and recommend a personalised pizza order to satisfy hunger.

Domino's app measures tummy rumbles to create personalised order recommendations
Domino's app measures tummy rumbles to create personalised order recommendations

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."

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.

Client: Rupal Patel, digital campaign manager at Domino’s

Agency: Iris


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