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By John McCarthy, Opinion Editor

February 20, 2015 | 2 min read

Domino’s Pizza has launched an app allowing users’ tummies to do the talking, bolstered by the release of a 60s science show parody ad displaying just how the system works.

The ‘Tummy Translator’ app, developed by iris, is designed to drive Domino’s sales, and reward users with unique Tummy Translator offer codes and mobile deals, while also engaging with them on a humorous level.

Domino’s purports to have created technology enabling one’s stomach to communicate with the app, although in reality, predictions are based upon users selecting the ‘Peckish’, ‘Nibbly’, ‘Hungry’ or ‘Famished’ options.

The wacky app helps users understand the vast array of pizza combinations at Domino’s and may also encourage them to be slightly more adventurous with their orders.

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. The Tummy Translator is a way of us engaging with those users in a fun, unique and entertaining way.”

Adam Wright, managing partner of iris, added: “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.”

The pizza chain claimed that on average 62 per cent of its orders are made online, half of which is comprised of mobile orders. The app is now available on iOS and Android devices.

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