Find out what's innovative about Domino's Pizza Mogul initiative
Know what the industry experts think.
Domino's recently launched its social retailing initiative dubbed as Pizza Mogul, QSR Media asks industry experts on what they think of this innovative avenue the chain is exploring
QSR Media: What do you think of Domino's newest initiative Pizza Mogul?
Julia Illera, Research Analyst at Euromonitor International:
Domino’s Pizza Mogul is a very innovative marketing strategy that capitalizes on new technology and crowdsourcing. It is different from other crowdsourcing initiatives as it offers consumers the opportunity to make a profit from their creation. Crowdsourcing has been a popular tool for companies to engage with consumers as it allow them to involve consumers in the decision making process of a new product. It also strengthens the relationship between the brand and customers. A reward is usually offered to consumers that come up with the best idea. Pizza Mogul goes further however, by offering customers the opportunity to create a new pizza flavor, name it, promote it and earn a profit from the sales.
Ryan Lin, Senior Industry Analyst at IBISWorld:
This is a form of indirect social media marketing with the specific aim of having others promote for you. This marketing initiative is similar to pay-per-click website advertising, where an advertiser (Domino’s in this case) pays a publisher (traditionally a website, but in this case the social media savvy pizza-promoter) for generating new sales (or banner clicks in the case of websites).
