I attended the Domino’s Thought Leadership event last week to listen to a presentation about Domino’s new Pizza Mogul idea.

Using the Pizza mogul website or app, Domino’s fans can create their dream pizza, sell and market it via their networks and earn between 25c to $4.50 or donate to the amount charity when someone buys their pizza. 

 Tapping into three key global trends, it is a clever way of driving sales here in Australia. In fact Dominos MD Don Meij, told us that he would only need 1-3% of Domino customers to become Moguls for the idea to work. 

Currently 60% of all pizza orders are adjusted from the menu – the customisation trend is alive and well. In fact Meij told us that the business is moving from retail and e-tail to me-tail – the revolutionary way of doing business.

 The idea exemplifies 3 key trends we identified at BrandHook earlier this year:

1. Help me keep up: give me constant access and keep me in the know
2. Do the work for me: simplify things, make them convenient and give it to me instant gratification and,
3. Help me feel good: recognize me as part of the community and be transparent about how we are doing business

 ……we are now focusing our clients on the concept of Me-tail or as we call it ‘B2i’ (as opposed to B2C or B2B).

 Your consumer is in the driving seat, they choose the channel and they own the brand. Scary? Do as Dominos have done and have a go at trying something that not only lives and breathes these trends but allows the consumer to shape your customer experience.