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Domino’s Pizza Takes 'Me-Tailing' to the Digital Retailing Forefront

Pizza has long been the fuel of meetups, parties, and lazy fridays. But combine it with a complex technology project that integrates across 13 systems and core apps and you have yourself a supreme customer experience.

A ThoughtWorks team has been working closely with Domino’s Pizza, Australia's market leader, over a period of nine months to strategise, develop and implement Pizza Mogul, a me-tailing application that encourages customers to design and promote their own pizzas.

Pizza Mogul

Customers in Australia can now choose from 1.4 million different variations to create a pizza that they can then name, promote via their social networks, and receive between 25 cents to AU$3.50 per pizza sold as a reward.

This use of social gamification has given users control over their experiences, allowing Domino’s most passionate advocates to interact with its brand, promote the brand, and be rewarded accordingly. The approach was well researched, with many of the gamification success stories and failures compared and analysed before they created the platform that would encourage users to engage in the long term.

Pizza Mogul is one smooth app. It integrates with 13 systems and apps, which includes both external and internal systems. The team used continuous delivery to automate the build-test-release cycle, and implemented microservices to ensure that future changes and updates could be made easily and rapidly. The team had a strong design focus, taking a mobile-first, responsive design approach so that the application would present perfectly on all devices. Rapid prototyping allowed the team to get early feedback, which they could then feed back into the project, ensuring the successful creation of Pizza Mogul.

The exciting and groundbreaking project has received scores of media coverage.

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