Turning ordering into a game
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Domino’s Pizza has two mobile apps: one game called “Pizza Hero” and an app that allows consumers to order a pizza and then track its progress from the oven to their doorstep using the “Domino’s Tracker.”
“Pizza Hero” first debuted in November 2011. “That was more of an interactive pizza-making game specifically for iPad that was mostly an effort to simulate what it’s like to make a Domino’s pizza,” said Chris Brandon, a spokesman for the company.
After making the pizza on the app, guests can place an order for it at a local Domino’s unit, according to Brandon. “There’s also an additional element where you can actually apply for a job at one of our stores if you made a good pizza [on the app] and enjoyed it," he noted.
In June 2011, the company launched its ordering app for the iPhone, which is now also available on Android devices and Kindle Fire, he said. Customers have responded positively to the interactive app, Brandon noted.
So far, there have been more than 5.7 million downloads of Domino’s ordering app, and more than 600,000 “Pizza Hero” downloads.