Domino's Delivers a Personal Touch with 'Pizza Legends' Platform

Domino’s Pizza has launched a new digital platform to offer pizza lovers a unique way to personalise their pizza.

Pizza Legends is a whole new take on the ‘Create Your Own’ feature, elevating the Domino’s Greatness brand story by transforming the personalisation process from functional to fun. 

Acting as an extension of the main Domino’s site, the new platform has been created by the creative innovation network iris, and will be supported by a nationwide TV ad and digital campaign, also handled by iris.

Users can decide on their ideal pizza base, sauce and quality toppings combination – with a few magical extras thrown in for good measure – and create their own Legend.  They can even create their own personal story to go with their creation, share with friends online and of course – buy it again and again if they discover a winning combo. 

Simon Wallis, Sales & Marketing Director at Domino’s: “Our customers love personalising their pizzas and adding an extra ingredient or two – and we wanted to make the experience of doing this online feel more personal to each and every individual customer. Along with iris we’ve worked hard to put participation at the heart of our brand – to give people little moments of Greatness as they order.  And Legends goes one step beyond that – we’re inviting our customers to create their own Greatness story, and share it with their family and friends. Greatness from them – as well as Greatness from Domino’s.” 

Ian Bradbury, Managing Partner, iris: “Domino’s as a brand is always on the hunt for ways to make the ordering process more entertaining.  We’ve translated tummy rumbles, melted delivery drivers (not real ones) – as a brand, Domino’s is one of the most participative and innovative out there.  Pizza isn’t just pizza – the occasion that goes with it is important too, whether it’s a family meal, Sunday rescue remedy or a cosy night in.  We’re hoping that Legends will bring some of those stories to life, and give people a bit of a laugh at the same time.”