Marketing

Domino’s, Netflix team on ‘mind ordering’ app

Photo by istock.com

May 16, 2022

Domino's Pizza Inc. is debuting a first-of-its-kind mind ordering app in collaboration with streaming service Netflix.

It's an immersive experience related to Netflix's season four premiere of "Stranger Things," and allows users to become test subjects inside the show's Hawkins National Lab setting in 1986, according to a press release.

Users can explore the lab, uncover Easter eggs, use telekinetic powers to gain control of certain objects and place a Domino's order.

The app uses facial recognition and eye-tracking technology to let test subjects use their "powers" to order pizza by making certain facial expressions and head movements, according to the release.

"Is mind ordering real? At Domino's — it absolutely is," Kate Trumbull, Domino's senior vice president of brand and product innovation, said in the release. "Domino's customers and 'Stranger Things' fans can now channel their 'inner Eleven' by using telekinetic powers to order pizza with their mind." Eleven is the name of the prime character in the show.

To place an order using Domino's mind ordering app, test subjects must have a Pizza Profile with an existing saved Easy Order. But those without a profile can still explore Hawkins National Lab for fun.

"We're geeked to launch this first-of-its-kind mind ordering app, just in time for the premiere of 'Stranger Things' new season," Trumbull said in the release. "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."

The ordering app is available for download from the App Store or on Google Play.

Founded in 1960, Domino's Pizza has more than 19,000 stores in over 90 markets. Netflix has 222 million paid memberships in over 190 countries.