Domino's set to "revolutionise" pizza withTummy Translator app

Domino’s Pizza has launched a tongue-in-cheek app which lets your rumbles of hunger do the talking.

In a bid to underline the scientific accuracy of the new app, Domino’s has also released a 60s science show parody.

The ‘Tummy Translator’ app, developed by iris, is of course a guise to increase sales through offer codes, mobile deals – with humour.

The app predicts users’ inner-most desires through them pre-selecting the extent of their hunger (‘Peckish’, ‘Nibbly’, ‘Hungry’ or ‘Famished’) rather than ground-breaking audible detection.

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.”