"It's My Wonderful Pizza" is a special content site for creating an original pizza with the favorite size, crust, sauce and topping of your choice. Pizzas can be named and ordered online.

The original name will be archived and if it goes viral on SNS, other people can order it as well! We aimed to boost loyal fans and attract new customers.

Domino’s tried to differentiate from other competitors by making original pizza creation more entertaining. An iPad app was developed to make it easy to order original pizza. That pizza would be added to Domino’s Pizza official menu and could be ordered by anyone.

Generally speaking, in the Japanese pizza delivery industry, customers order pizza directly from specific menus. Ordering pizza is easy and convenient, but it lacks the fun aspect of going all out to create a favorite pizza, expressing your taste with originality without boundaries.

Domino’s created a one-of-a-kind pizza order system with DJ guidance that incorporates sound bites for each topping. The entertaining order system became a hit among pizza fans of all ages!　

Some orders added up to as much as 6,000 yen in comparison to a regular menu L size with prices starting from 1,000 yen. With this new service, Domino’s sent shock waves through the Japanese pizza industry that had previously relied upon existing menus.

A total of 1,220 original pizzas were delivered over a 7-week period and 1,529 orders were generated via the iPad app.