Campaign India Team
Jul 11, 2014

Domino’s Australia looks to create ‘Pizza Moguls’ online

A website and mobile app allow customers to customise their pizza, create its identity, share on social networks and earn from each sale

Domino’s Australia looks to create ‘Pizza Moguls’ online
Domino’s Pizza Enterprises Australia has created a web and mobile app named Pizza Mogul, that allows users to ‘create’ their customised pizzas and name it. When they share it with people on their social networks, and someone buys the pizza, the creator gets a cut of the sale. This can range from (Australian) 25 cents to $ 4.50, according to the company, with the price varying based on ingredients chosen. Users can create and market their pizzas on their own using their social media profiles.
The project is said to be the brainchild of Don Meij, group CEO and MD, Domino’s Australia. He said the ‘world first’ initiative provides a platform for people to be creative, make money, build social capital and become part of a community. 
“We are going to put Domino’s even further into the hands of our customers, and if you can 
dream it then this is your platform,” added Meij, who started off at Domino’s as a delivery driver. 
Mogul aims to aid social selling, besides acting as a viral advertising stream.
“It’s really as simple and easy as that. We don’t want customers having to jump through hoops with registration and sign up fees – there’s none of that! It’s been months in the making and years in the dreaming and a lot of people have worked tirelessly to ensure Mogul is a huge success,” he explained. 
The idea has its origins in the hundreds and thousands of ideas, suggestions and requests received each year from customers, not all of which are possible to introduce.
Customers will be able to brand their pizza, create Youtube ads, build marketing campaigns, jingles, images, Vine videos, Snapchats and other social selling tactics through Twitter and Facebook, he explained.
“Me-Tailing isn’t a trend but more of a way of doing business and is the next wave of 
digitalisation," surmised the CEO. 
‘Moguls’ will also earn rewards through gamification techniques including weekly cash bonuses, rewards and badges. 
Software company ThoughtWorks assisted the team on this project. Domino’s Australia said in a statement that it continues works with its digital agency PHD, media agency MEC and creative agency Elevencom. 
More on the initiative at
Campaign India

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