We’ve seen a lot of innovations and creative marketing among the leading pizza chains. For example,

• Domino’s has improved its online ordering capabilities and aggressively promotes this as more convenient than in-store ordering.

• As with all Pizza chains, Papa John’s regularly introduces new menu items. Its most recent entry is the Double Cheeseburger Pizza.

• Now, here comes interactive tabletop ordering from Pizza Hut. As reported by SelfServiceWorld.com: “Restaurant self-ordering technology has just been kicked up a notch. Pizza Hut announced this week that it is testing a new interactive tabletop that allows customers to order pizza in-store, at their seats, via touchscreen technology. The new technology allows customers to choose the size of their pizza, their crust, toppings, cheese amounts and more, all via their tabletop. The process includes step-by-step visuals to guide the selections. It also enables tableside payment and gaming apps to entertain guests while they wait for their order.”

Here’s a video clip from Pizza Hut.