Domino’s Pizza has found a novel way to engage iPad users and maybe sell a few more pizzas along the way. The pizza chain has created an app that lets you make a pizza onscreen and then order it in real life.
Domino’s Pizza Hero is a game/app that simulates the experience of kneading dough, spreading sauce, sprinkling cheese, placing toppings and cutting slices all while a timer ticks away. The object is to make the pizza as quickly as possible and to closely mimic the experience of real Domino’s workers. For instance, levels one through five of the game are called “Pizza School,” just like the real program at Domino’s. When you get to level six, your scores are based on reviews from in-game customers much like a fake version of the Domino’s Tracker, the company’s real-time feed of consumer comments.
Players can compete against each other on a leaderboard and share their scores on Facebook and Twitter. Players can also hit the “Make An Order” tab within the app to order their creations via Dominos.com. A rep for the ad agency behind the app, Crispin Porter + Bogusky, says that there are parameters regarding the type of pizza you can make. You can’t, for instance, knead the dough into the shape of Florida or have a pizza that’s got sauce only on one half.
The app is likely the first iPad game from a pizza purveyor, but it is not the first iPad pizza app. Pizza Hut paved the way in May with an app that lets you order a pizza from your iPad. Domino’s, meanwhile, released a similar app for the U.K. market in August. The app is clever. Though, if it ever crashes, you could just use your iPad’s browser to visit Dominos.com and order a pie.