The Pizza Builder is a unique system for ordering from Dolly Dimple’s. Creuna is behind the design and development of the solution. Today we launch a brand new iPhone application for Dolly’s Pizza Builder.
This past June, Dolly Dimple’s initiated a new menu. During the menu work, which started early last fall, the menu group at the chain’s headquarters made a very important discovery: The new menu wouldn’t be enough. The chain’s patrons want choice, flexibility, a feeling of participation and good stories. It was an interesting task to take on, according to Cathrine Suttie and Thomas Skavhellen at Dolly Dimple’s HQ.
It should be fun to order pizza
“Pizza has got to be one of the world’s most fun foods. It’s both fun to make and fun to eat. At Dolly Dimple’s we have an incredible lot of good tastes to choose from. But we also have a large number of customers who construct their own pizzas using our ingredients. Before, that was a bit exceptional and more of a pain than fun. Now we’ve done something about it”, says Marketing Department team leader Cathrine Suttie. “Here we literally give customers the chance to make their own pizzas with the help of the voice of Dolly Dimple’s own pizza expert and founder, Andreas Hatjoullis.”
As always, you start out in the Pizza Builder with a pizza shell and tomato sauce. Then you can choose ingredients by opening the drawers in a toppings bench. When you find your favorite you drag it from the drawer onto the pizza shell. You may choose up to seven toppings for your pizza and the price on the sales slip changes according to the number of ingredients used. “When you are finished, you ring the bell and the order is sent to the chosen Dolly restaurant. As usual, you can choose to pick up the pizza yourself or have it delivered. All the functions our customers are used to will still be there”, continues Suttie.
Dolly Dimple's introduces the Pizza Builder
The Pizza Builder is an entirely unique Flash ordering system customers can find at www.dolly.no. There is a cartoon character who takes customers away from the serious and square, into the funny and playful. IT consultant and Social Media Manager Thomas Skavhellen is very taken with all the exciting possibilities offered by the system.
“Customers can already personalise their pizzas by giving them their own names. Eventually they will get also get the opportunity to make their friends jealous by sharing their pizza purchase on Twitter and Facebook. We still find that Dolly’s customers or employees make some excellent pizzas; the Pizza Builder is thus also becoming a great place for sharing these recipes”, says Skavhallen, adding that as far as he knows, there are no other restaurant chains offering any similar system.
Mobile Pizza Builder
To launch such an amusing concept, the chain chose to adapt the Pizza Builder to another medium. “When you build the world’s most playful way to order pizza, it is obvious you should take it a step farther, to the world’s most playful mobile phone platform. Dolly’s Pizza Builder for iPhone gives the customers the same functionality and possibility to order pizza from their iPhones as the Pizza Builder at Dolly.no. The iPhone app is also offering something unique, and represents the first complete e-commerce solution for ordering pizza on iPhone in Norway. The solution is easy and focuses on letting the user combine ingredients to build his or her own favourite.
Creuna developed the solution
The Pizza Builder was designed and developed by the Creuna digital communications agency. The solution will give customers an extra adventure in visiting www.dolly.no and offers something unique to Dolly Dimple’s on the market. The Pizza Builder must at the same time be efficient and focused on enabling users to compose their own favorites pizzas, based on the chain’s selecton of ingredients.
“This has been an exciting and challenging project for us all”, says Creuna consultant Ove Forseth. “Dolly Dimple’s is a company that values accessibilty and flexibility and wants to be in the forefront of using new digital possibilities. We think it is fun to develop a solution that is both innovative and useful for Dolly Dimple’s customers.
About Dolly Dimple's
Dolly Dimple’s is one of Norway’s largest restaurant chains, covering the entire country. It was founded in 1986 in Sandnes, where it also has its headquarters. The chain is administered by the holding company PAM AS, which is responsibe for product development, marketing, accounting and operations. The Dolly Dimple's chain is owned by NorgesGruppen Servicehandel AS, chain founder Andreas Hatjoullis and Arne Larsen Økland. Arna Smitstad is CEO.
The name Dolly Dimple’s comes from the American circus artist Celesta Geyer, who performed oin the 1930s and 40s as “Dolly Dimple - the world’s most beautiful fat girl”.
Read more about Dolly Dimple’s at www.dolly.no.