Domino’s Pizza has made more than $1.3 million via its iPhone ordering application, which launched September in Britain.

The application has been promoted via the company’s Facebook and Twitter pages. Additionally, the application achieved almost 400,000 downloads.

“The challenge was to create an app which made it easy and fast to order a pizza, but at the same time offered something more to engage users and reinforce the personality and key attributes of the Domino’s brand,” said James Millett, multimedia manager at Domino’s Pizza.

“Our Web site is already optimized for mobiles but we wanted to make it even quicker and easier for customers to get a piping hot pizza, wherever they are,” he said.

Domino’s Pizza UK & IRL plc claims to be the leading player in the fast-growing pizza delivery market and holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in the Britain and the Republic of Ireland.

Pizza please
The applications lets users find the closest Domino’s locations and pizzas can be customized by pinching to resize the size of the pie and choosing from a variety of toppings.

Additionally, iPhone users can enter to win money off of their next order by popping their pizza in the oven and swiping or blowing away the steam to reveal a code.

While Domino’s is preparing the actual pizza, customers can keep tabs on its progress with the real-time pizza tracker.

The application also includes a pizza slot machine that lets customers shake their phone and randomly choose from Domino’s 75 million combinations of base, sauce and toppings.

Customers can type in their ZIP code and find the closest location

Users can blow into their phone or swipe the screen for a discount on their next order

Customers can shake their phone different toppings

Customers can choose what they want from the menu

“While the main function was ordering, it was essential the app also included other features to maintain the brand’s funky, playful characteristics,” Mr. Millet said. “In true Domino’s style, the new app does just that and also brings a bit of fun, which builds on the great success of our interactive pizza tracker.

“We’re focused on mobile commerce leadership – watch this space for future developments,” he said.

Final Take
Rimma Kats is editorial assistant on Mobile Commerce Daily, New York