Crowdsourcing Domino’s Pizzas Earns Cash for Consumers
Crowdsourcing is helping Domino’s Pizza Enterprises Ltd to a bigger slice of profits in Australia and giving customers a taste of the action as well. The Sydney-listed company has reported an increase in first-half profit and credits some of that to its Pizza Mogul innovation
Pizza Mogul is a sharing website and application that lets consumers create their own pizzas (drawn from the company’s list of toppings) and branding and then share them with friends and family on social networks. If there are any sales, they earn money from each one, Accordingly, Dominos gives ‘Moguls’ anywhere from 25 cents to $3.25 for every pizza they create and sell.
Extra Helpings of Pizza Creations
The company said that since last July, 55,000 people have signed up to the app and website and they have created more than 160,000 pizzas. The initiative is giving pizza lovers an opportunity to get imaginative in the kitchen and to see if the market wants what they are delivering. If not, they can just conjure up another recipe and see how that one goes.
In an interview with the Wall Street Journal, one stay at home mum said she had earned about $1,400 in a few months for herself and a few charities.
“We are seeing huge amounts of user-generated content being produced by our passionate pizza lovers and this goes beyond our expectations,” Don Meij, Domino’s chief executive, commented in a statement.
Could this intriguing crowdsourcing model that gives consumers a chance to make new menus and money, take off in other restaurant chains?
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