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What Would Sell You a Pizza Online?

I don’t know what the last time you ordered a pizza online was, but someone in Domino’s Pizza’s marketing and/or web department needs a raise. The site is full of completely awesome copy. For instance: when you choose toppings for a pizza, they are divided into two categories:

  • meats
  • unmeats

This is a distinction I fully support.

When creating a pizza using their ordering interface, there is some fine print under the graphical representation of your pizza. (The graphical representation is also awesome; it is a photograph that reflects as you check on toppings/crusts what your final pizza will resemble.) The text reads:

The Pizza Builder will always show a large pizza. If you choose a different size, the topping amounts will vary. The deliciousness, however, will not.

This is a delightfully snarky way to tell you that they aren’t about to make a whole bunch of different graphics just to show you what will be on your pizza. Creative.

At the bottom of the screen is some text speaking about their 30-minute promise. It says:

Because safety is a priority, “You Got 30 Minutes™” is not a guarantee, but an estimate. You may get more.

Once again, we have what amounts to normally boring copy (legal instead of technical this time), but it’s been given a human flavor and just a little bit of an attitude. There’s personality behind this web copy, something I think is very important and should be rewarded. “You may get more” is funny in a direct way.

When you place your order, you also get to see using a “tracking service” where your pizza is in the creation process, including when it leaves the store to be delivered to your house. It even includes the names of the employees responsible for their parts in the process. It adds an unmistakably personal touch to the process of ordering a pizza on a web site—which by its very nature is an impersonal process.

Hats off.

What about you? Have you ever had an experience with a web site for a store or establishment that goes that extra mile to make things feel more personal and connected? Do you prefer a formal, business-language approach, or something that’s more informal and down-to-earth?