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Domino’s Sharing the Dough with Co-CreationOctober - 2018

So, how is the brand using co-creation to give customers a slice of the profit? 

A few years ago, Domino’s launched Pizza Mogul, a create-your-own-pizza campaign, which allowed customers to design their own pizza, share it through their social networks, and get paid between $0.25 – $4.50 every time someone bought it.


The novel co-creation initiative put the power of product development directly into the consumers’ hands, allowing them to use an online portal to mix and match their own pizza recipes by using a drag-and-drop ingredient menu. Users could choose toppings worth up to $4.50 and then fuel commissions by posting their creation via social networks.

Domino’s had registered over 55,000 “moguls,” who have created 160,000 pizzas.


Domino’s also reported that its half-year net profit after tax of $29.1 million was up 44.2 percent from the same period the prior year.


“Our progressive Pizza Mogul platform has been a major sales driver for us but it’s also a great example of what can be achieved when a company allows customers to champion their brand,” Domino’s Group CEO Don Meij said in a statement. “We are seeing huge amounts of user-generated content being produced by our passionate pizza lovers and this goes beyond our expectations.”

Update: All good things must come to an end, as evidenced by the end of the Pizza Mogul program. However, Domino’s newest customer-centric campaign in focused on paving roads and fixing potholes to ensure no damage comes to carry-out pizzas.

At AE Marketing Group, we too are empowering customers to champion brands through co-creation. And “People-powered pizza” is just one example of how companies can grow by working with consumers.

To learn more about the AE CoCreation Lab Series™ and what it can do for your company, simply click here.

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