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Brief Published: 7 Aug 2014

Domino’s Fans Market Own Pizzas

Domino's Pizza Mogul website

Global fast-food chain Domino’s Pizza Mogul initiative invites its Australian customers to create and market their own pizzas and bag a slice of the profits – in hard Australian dollars, not loyalty points or store credit.

Participants list their pizzas on the dedicated site Pizzamogul.com.au and spread the word. Every pizza purchased through the site earns its creator between $0.25 and $4.50 AUD. To top things off, they can also choose to donate part of their proceeds to charity – a nice palate cleanser.

The Nike ID online shop, where users personalise training gear, and the impressive growth of the Five Guys burger chain – where all extra toppings are free – are recent indications that consumers take to customisation with enthusiasm.

However, this effort – which presents one natural and slightly overdue conclusion to me-tailing – takes things a step further. Domino’s now not only has access to a bottomless well of new recipe ideas and data on how well they are received; it has also assembled a swarm of autonomous brand ambassadors, pushing its products through the supply chain.

Online gaming is an industry that opened up its market to its users years ago. US company Valve started letting players of its game Team Fortress 2 create and sell their own in-game items in 2010, and California’s Sony Online Entertainment followed suit in 2012 with the Sony Player Studio.

According to Sony Online Entertainment’s chief executive John Smedley, one individual recently crossed the $100,000 annual income threshold by selling their creations to other gamers. Considering that the company cuts a 40% slice off sales revenue for its Player Studio contributors, this means that user generated sales upwards of $250,000 for the company.

To read more about Domino’s marketing approaches, see Thinking Digitally: Domino’s Pizza. For more on collaborating creatively with your customer base, read our report Cannes Lions 2014: Future Marketing Strategies.