Domino’s Pizza Mogul puts product creation and marketing in consumers’ hands

Customers can earn between $0.25 to $4.50 every time someone buys their pizza creation by sharing through social media networks

Domino's Pizza Mogul online portal
Domino's Pizza Mogul online portal

Domino’s has launched a co-creation initiative that allows customers to design their own pizza, share it through their social networks, and get paid between $0.25 to $4.50 every time someone buys it.

The Pizza Mogul online portal puts product development directly into the consumer’s hands by allowing them to mix and match their own pizza using a drag-and-drop menu of ingredients. Users can choose a limited amount of topping worth up to $4.50 for their pizza, then share their creation via social networks to earn a commission.

Those less adventurous consumers can also share an existing pizza range through social networks and still get paid for it.

Domino’s CMO, Allan Collins, said the program turns marketing strategy and product development on its side by giving the power to the consumer.

“Rather than it just be a small team of marketers based in the head office here using various agencies to persuade consumers to why they should be buying Domino’s pizza, we now have a whole army of people selling their pizzas, engaging with Domino’s and spreading the word about the pizza they created,” he said.

Domino’s will use Salesforce’s Radian6 social listening platform, as well as Pizza Mogul sale records, for sentiment analysis on the most well-received consumer-created pizzas and develop new product lines based on the results.

Domino’s will also use content created by customers in its online, TV and other advertising materials.

“It’s a fundamental shift in how you market a brand. Instead of us designing our promotional calendars or what new products we will launch, I’m going to look at the Pizza Mogul system,” Collins continued. “It’s all in the consumers’ hands; they’ve got all the power. We are providing a platform to allow that to happen.”

The new initiative also allows Domino’s to tap into the growing consumer trend where people – especially young people – take photos of their food at restaurants and post it on Instagram, Collins said.

“For some people, it’s not just about earning money it’s about ‘Look, I have the top selling pizza that week’,” Collins said.

“The perfect dream is where someone does a really cool six-second video or a series of Instagram pictures, and I’ll take that if they have a big number of followers and I’ll use that for our advertising. So I’m using consumer-generated material for our national media where the consumer is the hero.”

Pizza Mogul also means charities can design their own pizzas for specific causes. “If it’s prostate week, for example, they can design a pizza and put extra tomato sauce and extra tomatoes as they are good for prostate, and market that to their own members,” Collins added.

“Every time one of their members buys that pizza, they earn money for the charity.”

According to Ian Kelsall of ThoughtWorks, the company that helped develop the technology for Mogul, each pizza is associated with a particular Mogul account on creation, and the Domino's website records the transaction when a pizza is sold. The account is credited the amount according to the number of chargeable toppings that were on the pizza. Consumers can get can cash out when they have earned a minimum of 5 Mogul Dough, with a 1:1 conversion rate to Australian Dollars.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Customer journeys: The new differentiation battlefield

Improving customer experience is rapidly moving from a feel-good initiative to an urgent business priority, as many organisations realise they are under attack from their competitors to provide the optimal experience to customers.

Damian Kernahan

Founder and CEO, Proto Partners

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Digital marketing landscape is changing rapidly and you need someone who has hands on experience, keeps up with emerging trends and strik...

A.M. International

Predictions: 16 digital marketing trends for 2016

Read more

Its time consumers see their points as an financial asset which has value, and begin to manage them like money (with a plan and a desired...

Steve@iFLYflat

Virgin to offer customer loyalty program points as petrol currency

Read more

Love seeing the revenue gain from mapping the customer journey, not only for the business but for the client too! Very nice outside-in t...

magnipath

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in