Pizza Legends

These days, Domino’s ‘Create Your Own’ pizza has been mirrored by almost every pizza brand. It was time to reclaim the feature and make it synonymous with Domino’s again.

We turned the feature from functional, to fun. Our mobile-first platform lets pizza lovers not only choose their pizza toppings, but tell its story. They can name it, give it a logo, and make it famous with a unique celebratory video. Customer favourites even starred in our outdoor advertising. ‘Create Your Own’ was dead, and ‘Pizza Legends’ were born. 

550K
550K
Pizza Legends created
£5M
£5M
Revenue from pizzalegends.co.uk
38%
38%
higher average spend with PLs
8%
8%
Less discount offered per Pizza Legend transaction
70.9
70.9
Pizza Legend user Brand Love score
Press Press