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Feb, 24 2015

Domino's launches 'Tummy Translator' app in UK

The \'Tummy Translator\' app, developed by Iris, uses \'Gastro-Acoustic-Enterology\' and has been designed to drive sales and reward users, whilst engaging with them on a humorous level.

Domino’s Pizza, one of the largest pizza chains in the world has launched an app that claims to listen to and understand belly rumbles and recommends a personalised pizza order based on the results.

The ‘Tummy Translator’ app, developed by Iris, uses ‘Gastro-Acoustic-Enterology’ and has been designed to drive sales and reward users, whilst engaging with them on a humorous level.

The app allows users to choose between ‘peckish’, ‘nibbly’, ‘hungry’ or ‘famished’ and then ‘listens to their stomach rumbles’ to produce a personalised order of pizza, side and drink.

The app also allows users to select gluten-free options.

“At Domino’s we like to push the barriers of innovation and also, give our consumers little moments of joy along the way,” said Rupal Patel, Digital Campaign Manager, Domino’s.

“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 per cent of our orders come in through online, and 50 per cent of those are mobile orders. The Tummy Translator is a way of us engaging with those users in a fun, unique and entertaining way,” she added.

Commenting on the same, Adam Wright, Managing Partner, Iris, said, “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.”

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