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Company
Dominos
Dominos

Dominos

Takeaway pizza

Domino's mixes playful interaction, e.g., a pokeable pizza bot and shake-to-shuffle sides, with dark patterns that quietly raise order values. Featuring UX Bites and a case study.

Key takeaways from 1 Case Study and 4 UX Bites

  • An invalid promo code isn't a dead end: Domino's offers an alternative deal instead

  • A slot-machine style sides feed that you shuffle by physically shaking the phone

  • Confetti inside the coupon pop-up rewards a small win, while pricing tricks inflate the basket

Often uses:

Baskets & Purchasing
Purchases
Browsing & Filtering
Conversion Rates
Happiness & Enjoyment

Similar companies:

Food & Drink
Shopping
Food Llama logo
Food Llama
CookShelf logo
CookShelf
Deliveroo logo
Deliveroo
Zepto logo
Zepto
Sainsbury's logo
Sainsbury's
Last updated: 27/08/2026

Real world examples

UX Bite:
Dominos logoDominos

Interactive Pizza Bot

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Happier users
Happier users
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Preview
UX Bite:
Dominos logoDominos

Pizza confetti

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Preview
UX Bite:
Dominos logoDominos

Dominos' shake to shuffle

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Nudge purchases
Nudge purchases
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Preview
UX Bite:
Dominos logoDominos

Providing an alternative promo code

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Conversion rates+ 1 more
Conversion rates+ 1 more
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Preview

UX Case Studies

Case Study:
Dominos logoDominos

9 mins

Using Dark Patterns to Overcharge for Pizza

Dominos Large Logo
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Preview
Brand logo. A single bold letter "S" on a plain background, with no interface, controls or screen content shown.App icon or splash screen showing the brand's stylised letter "M" logo on its own, with no other interface elements, buttons or text visible.

There are more than 1400 UX Bites like this

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