Papa John’s Int’l, Inc. (NASDAQ:PZZA) is attempting to do what Domino’s Pizza, Inc. (NYSE:DPZ) did by launching a digital service where people can order pizza. The Papa John’s App allows users to order Pizza and other items on the menu through Apple TV.

The new app is designed to centralize the services so that people using the Apple TV set-top box to view content will not have to exit the app or look for their handsets to make orders. The new app is designed to allow customized orders from users as well as payments directly through the app.

The deal is a milestone for the company because it managed to launch its service before Domino’s. The latter launched its own app launched a pizza ordering campaign on Xbox from Microsoft Corporation (NASDAQ:MSFT) some time ago. Fast food services are trying to take advantage of digital technology and media platforms to tap into a wider market. Streaming services offered by companies such as Netflix, Inc. (NASDAQ:NFLX) have a lot of subscribers and the idea is to tap into such numbers to boost sales.

Fast food companies are also throwing in offers to try and get more people to use the service such as an offer for 25% off. Papa John’s has also tried to make sure that the app is easy to use and custom orders can be made quickly without the necessity of further promotion. Apple TV is used by millions of customers in the US and that is why it was an appealing platform for the firm.

Papa John’s president and COO Steve Ritchie stated that his company chose Apple TV as the only platform to launch the app due to its commitment to customer experience and innovation. These are segments that the pizza company looks for as far as growth is concerned.

Apple TV was thus the best option as far as pursuing digital innovation and digital marketing especially in the millennial age. The Papa John’s App also highlights growing competition as other industries rush to take advantage of digital offerings.