QSR July 2022

SHORT ORDER

Domino’s (and its marketing materials) found a home in this past season of “Stranger Things.”

Stranger Than Fiction? Domino’s created an immersive ordering experience for guests that was out of this world.

MIND-ORDERED PIZZA? Domino’s made this otherworldy notion a reality in May around the premiere of “Stranger Things’” new season. The brand’s “mind-ordering app” placed test subjects inside Hawkins National Lab in Hawkins, Indiana, transporting them to the center of the show, circa 1986. Users could explore the lab, uncover Easter eggs, use telekinetic powers to gain control of certain objects, and place a Domino’s Easy Order. The chain deployed facial recognition and eye-tracking technology so guests could use their “powers” to order pizza by making certain facial expressions and head movements. “We’re geeked to launch this first-of-its-kind mind ordering app, just in time for the premiere of ‘Stranger Things’ new season,” says Kate Trumbull, Domino’s senior vice president of brand and product innovation. “Now hungry customers and ‘Stranger Things’ fans across the U.S. will get a taste of what it’s like to be Eleven, and they may find some hidden surprises along the way, such as the Noid or Demogorgon.”

DOMINO’S Got timely and newsworthy photos? Submit them to ShortOrder@qsrmagazine.com.

www.qsrmagazine.com | QSR | JULY 2022

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