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

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

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