Building a mystery

Dominos has added a twist to daily pizza pie assortment.
An online promotion called BFD, or Big Fantastic Deal, lets pizza lovers ornament a pizza any way they like through a Flash-based microsite.

Users can specify crust type, amount of sauce and cheese, and any number of a series of toppings for $10.99. Users can also name and register their pizzas for other users to try.

Over 12,000 pizzas have been registered, some with names like "Happy Birthday Aaron" and "Rhonda Half Doug Half," according to Springwise. The most popular custom pizza is "Ciao Bella," which has been ordered 83,000 times.

Dominos is not the first pizza franchise to reach out over the internet. Papa John's enables users to custom-order from its website. And earlier this year, Pizza Hut launched text-based ordering at all chains nationwide.