Futuristic fast food - Pizza delivered to your door at the mere touch of a button
The next generation of pizzas have landed.
With just the press of a button an order is logged, processed, manufactured and hey presto - minutes later a mouthwatering pizza will arrive at your door.
Domino's are launching 'The Easy Order' which features two distinct buttons - The Limited Edition Easy Order (a physical button) and the Digital Easy Order (a virtual button).
The Limited Edition Easy Order is the one that pizza aficionados the world over truly covet.
It's the newest gadget for the 21st century home in which everything tends to have a technological dimension.
In December, Domino's will run a competition on social media and the successful entrants will be presented with one of the magical buttons.
For those not fortunate enough to get their hands on a Limited Edition physical button, the Domino's website allows orders to be placed online using the Digital Easy Order button.
Nearly 50pc of all the food company's orders are placed digitally, with 66pc of those being placed via mobile, after they launched an iOS and an Android app back in 2010.
The new button based new technology will appeal to customers looking for the fastest possible way to order and the company says it will lead to 'friction free' ordering.
But seemingly there's another less obvious reason that the act of pressing a button appeals to us - Dr Sheila Malone, Lecturer in Consumer Psychology from the University of Lancaster explains:
"There is an intrinsic satisfaction directly linked to pushing buttons, which is derived from the achievement and reward fulfillment process, which is inherent in each of us."
An image of Fr. Dougal from Craggy Island in the cockpit of the airplane springs to mind!