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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Whom It May Concern!We pray for God's blessings and happiness in all our lives & business. Welcome To Kenneth Abrighten Financial Hom...

Anita K.Gold

Live webinar from CMO: Creating memorable customer experiences: The who, what and how

Read more

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in