Domino’s invites customers to market their own pizza

The role of marketing Domino’s pizzas will be handed to the very people who eat the product following the launch today of Pizza Mogul.


The initiative will see consumers invited to devise their own pizza, name it, share their creation on social channels and sell them. Every sale will earn the creator between 25c and $4.50 per pizza, depending on the number of toppings.

The pizzas will be also available on the Domino’s website.

Domino’s MD Don Meij told Mumbrella: “It’s the most amount of control a brand has relinquished to customers since Facebook launched but a like or a re-tweet doesn’t equal a sale and it’s no guarantee people are buying.”

Domino’s has launched a website and app that allows people to sign up and become Pizza Moguls. Meij described it as the next wave of social retailing, and branded it “me-tailing”.

Meij described the project as the “ultimate fusion of social media and e-commerce in a trend”.

“Mogul provides the vehicle for Domino’s to utilise social selling as a powerful revenue and viral advertising stream. We are looking for our passionate customers, fans and followers to share their creativity with their social networks.

“Me-Tailing isn’t a trend but more of a way of doing business and is the next wave of digitalisation.”

From a marketing perspective, Domino’s will benefit from consumers creating YouTube ads, building marketing campaigns, jingles, images, Vine videos and Snapchats, he said.

Meij said the company already receives hundreds and thousands of ideas each year which it cannot possibly introduce.

“Through Pizza Mogul we can now introduce them all. Our customers can create them and share with their own friends,” he said.

Steve Jones


  1. Nate
    7 Jul 14
    3:19 pm

  2. Brilliant idea and execution is great too – very easy to use site.

  3. big dog 45
    7 Jul 14
    3:57 pm

  4. This is why many consider Don Meij the Steve Jobs of the pizza game.

  5. BM
    7 Jul 14
    4:58 pm

  6. With the advent of Crust I don’t have much need for Domino’s anymore, but I’m still blown away by how good an idea this is. If it catches on (big if) it could completely change the industry. Meanwhile, Pizza Hut are fighting their franchisees to implement their brand new strategy of… offering basic-range pizzas at a low price as loss leaders. Visionary.

  7. Konrad Markham
    7 Jul 14
    5:50 pm

  8. Fantastic innovation from Dominos. Well done.
    Created my pizza #inyourface

  9. Anonymous
    7 Jul 14
    7:36 pm

  10. Pity the website crashes. Great idea though.

  11. Anonymous
    8 Jul 14
    6:43 am

  12. It’s a game changer.

  13. KA
    8 Jul 14
    8:56 am

  14. Which agency? Who came up with the idea / made web site / app?

  15. DC
    8 Jul 14
    11:00 am

  16. Website/App was done by Thoughtworks. Branding and creative was Elevencom.

  17. J
    10 Jul 14
    1:58 pm

  18. The facebook login is a joke…..has no one tested this site?