Quick service pizza restaurant company Domino’s Pizza Enterprises (Domino’s) has invited its customers to create their own pizzas, and earn a slice of the profit for every one of their pizza creations that sells.

The new initiative, called Pizza Mogul, will see the customers who create the pizzas earn anywhere from 25 cents to $4.50 (depending on the on the number of toppings) for every individually created and sold pizza. Domino’s said consumers who participated and became “Moguls” would also earn rewards through ‘gamification’ techniques including weekly cash bonuses, rewards and badges.

Pizza Mogul is a responsive website and mobile app that allows customers to create their own pizza, identity and branding; share to their social networks; and earn a cut of every sale. Domino’s said the site was “designed to appeal to entrepreneurs and social media savvy pizza lovers”.

Domino’s Group Chief Executive Officer and Managing Director, Don Meij said the initiative provided 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,” Mr Meij said.

The Pizza Mogul project was the brainchild of Mr Meij who said he “has a passion for innovation and entrepreneurialism”. Mr Meij started at Domino’s as a delivery driver and worked his way up the corporate ladder to Group CEO.

Pizza Mogul utilises ‘social selling’

Mr Meij said Domino’s pizza delivery employees receive “hundreds and thousands” of ideas, pizza suggestions and requests each year.

“It’s not physically possible to introduce all of these great ideas to our menu,” Mr Meij said. “Through Pizza Mogul we can now introduce them all. In fact our customers can create them and share with their own friends,” he said.

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

“We don’t want customers having to jump through hoops with registration and sign up fees – there’s none of that,” Mr Meij said.

Move to “Me-Tailing” over retailing

In the retail industry customers are already seen as the champions but Mr Meij said the launch of Pizza Mogul was taking the retail revolution one step further to create the “ultimate fusion of social media and e-commerce” in a trend Domino’s is referring to as “Me-Tailing”.

“Me-Tailing isn’t a trend but more of a way of doing business and is the next wave of digitalisation,” Mr Meij said.“With more control than ever before, customers will be able to brand their pizza, create Youtube ads, build marketing campaigns, catchy jingles, images, Vine videos, Snapchats and other exciting social selling tactics through Twitter and Facebook,” he said.

Domino’s said it was evident that the retail landscape was shifting and brands needed to keep up with consumer behaviour and ride the next wave.

“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,” Mr Meij said. “This is, in my opinion, the future of retailing and I am so proud we have dreamt it and created it here at Domino’s,” he said.

Domino’s contracted ThoughtWorks, a global software company that focuses on design and delivery to assist the team managing the project. Domino’s continues to work with their digital agency, PHD, media agency, MEC and creative agency, Elevencom.

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