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`EXHIBIT 2007
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`http://www.usatoday.com/story/money/business/2014/06/16/dominos-voice-ordering-app-nuance-
`fast-food-restaurants/10626419/
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`Domino's app let's you voice-order pizza
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`Bruce Horovitz, USA TODAY 6:55 p.m. EDT June 16, 2014
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`Domino's Pizza store(Photo: AP)
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`2 CONNECT 8 TWEETLINKEDIN 1 COMMENTEMAILMORE
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`Watch out, Siri. Domino's today, became the first major fast-food chain to offer a phone app that
`lets you order by voice.
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`When the app for iPhone or Android is launched, you just touch and talk to "Dom," a computer-
`enhanced male voice. He currently responds only to English.
`
`The ordering platform is powered by Nuance Communications, which specializes in voice-
`assisted ordering.
`
`The move by Domino's — much like one by Starbucks last week to begin installing wireless
`phone chargers — is about appealing to Millennials by staying one step ahead of the tech curve.
`Domino's current mobile app is its fastest-growing ordering vehicle, now at about 18% of sales.
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`"There will be a day when typing on keyboards or with thumbs on mobile devices will come to a
`close," says Patrick Doyle, CEO at Domino's, which has 10,900 stores in 70 world markets. "We
`want to be the ones who continue to advance the technology experience."
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`Within the $37 billion U.S. pizza market, tech is a place in which chains need to differentiate,
`says Chris Brandon, a Domino's spokesman.
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`Fast-food chains are fast devising ways for consumers to order food without interacting with a
`human being. Ultimately, the app could help Domino's cut jobs, but Brandon says "it will
`definitely be a while until that is substantial and widespread."
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`Two tech gurus, however, are impressed by the new app from Domino's, which was among the
`first with digital ordering in 2008 and launched its first mobile app in 2011.
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`"If this isn't being part of the culture, I don't know what is," says Rebecca Lieb, industry analyst
`at researcher Altimeter Group. "Siri got her own feature film," she says in a reference to Her, a
`film about who guy who falls in love with the synthesized voice on his mobile phone.
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`What's more, Domino's app is new for the retail world, says Artemis Berry, vice president of
`digital retail at the National Retail Federation. "I'm not aware of anything as sophisticated as
`this."
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`For several years, Brandon says, Domino's had been upgrading the brand. "We fixed the pizza.
`We fixed the menu. Next: How do we upgrade the technology?"
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`Brandon says Domino's wants to hear from consumers and knows the app will need "some
`tweaks."
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`Although Domino's picked a male voice, that could change, says Brandon. "What we're mostly
`concerned about is Dom does his job. Maybe somewhere down the road, we'll have multiple
`characters."
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