Pizza Mogul co-creation campaign drives Domino's sales

55,000 people signed up to co-creation initiative to date, the pizza retailer reveals in its first-half financial report

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

Domino’s Pizza has highlighted its create-your-own pizza campaign, Pizza Mogul, as a strong sales driver in its first-half financial year report for 2015.

The pizza retailer reported a half-year net profit after tax of $29.1 million, up 44.2 per cent from the same period last year.

The Pizza Mogul co-creation initiative was launched in July and allows customers to design their own pizza, share it through their social networks, and get paid between $0.25 and $4.50 every time someone buys it.

The accompanying 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 ingredients menu. 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.

Domino's said it has registered more than 55,000 “moguls”, who in turn created 160,000 pizzas.

“While a number of significant digital projects are being developed behind the scenes, this half-year period was heavily focused on our People Powered Pizza ethos and branding mantra,” Domino’s Group CEO, Don Meij, said in a statement.

“Our progressive Pizza Mogul platform has been a major sales driver for us but it’s also a great example of what can be achieved when a company allows customers to champion their brand.

“We are seeing huge amounts of user-generated content being produced by our passionate pizza lovers and this goes beyond our expectations.”

Domino’s also launched an HTML ordering system during the first half, along with several new social initiatives. In addition, the company launched an extension of its pizza tracker in Australia that lets customers watch the status of their pizza on their TV screen using Google Chromecast.

“A range of smartphone-only promotions, along with Facebook campaigns have been used to stimulate and drive customers to online platforms,” said Meij.

Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

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