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DIGIORNO VS. DELIVERY
DiGiorno goes head-to-head with delivery in new social experiment.

ABOUT THE SOCIAL EXPERIMENTS

To better understand the power of pizza, DIGIORNO conducted two different social experiments that measured the effect of pizza on the moods of partygoers. The brand partnered with real people to host friends and family for a series of pizza parties. During each gathering, the rooms were set up with hidden cameras that captured footage of guests. With the help of facial recognition and emotion- tracking software, the footage was analyzed to identify patterns in emotion, such as smiles and frown lines. The magnitude of those reactions was calculated with Google’s Vision API on a scale of 0-4.

PHASE I:WHY DOES PIZZA MAKE US HAPPY?

In 2017, DIGIORNO measured the effect of fresh-baked pizza at three separate pizza parties. While most would think it’s the first delicious bite that elevates our mood most, the parties we studied were actually happiest when pizza was baking in the oven and its aroma filled the room.

All measurements of joy during Phase I are compared to five minutes after the beginning of each party, which was used as the baseline for testing. Joy was averaged on a per-minute basis (by participants experiencing joy only) and subtracted from the initial joy felt upon arrival at the party.

PHASE II:DIGIORNO vs. DELIVERY

Months later, DIGIORNO used the learnings from Phase I and set out to determine which pizza makes for happier gatherings – delivery or fresh-baked from the oven? The brand observed more joy when pizza was baking in the oven during parties than those with carryout or delivery pizza.

During this phase, joy was measured across gatherings as an average of emotion experienced before and after key pizza moments such as placing an order, arrival of delivery and the aroma of pizza filling the room.