Co.Create

Domino’s Fires Up The Think Oven To Tap Consumer Creativity

Domino’s Think Oven is looking to customers for innovative ideas on and off brief.

When Domino’s set out to find fresh ideas on improving its business, the company didn’t limit idea generation to consultants and internal meetings, but opened the floor for suggestions to those who know their brand the best: their customers.

Domino’s recently launched Think Oven, a Facebook platform where customers and fans can submit their suggestions in two categories: the Idea Box (for general ideas, e.g. new menu items, tips for going green, etc.) and Current Project (for specific things Domino’s needs help with, e.g. this month’s topic of "New Domino’s Uniforms"). The best idea under Current Project is handpicked after the deadline for submissions and will be rewarded with $500.

Tony Calcao, VP/Executive Creative Director at Domino’s agency CP+B, says the concept behind Think Oven has always been a part of Domino’s core values. "Domino’s is a brand that’s all about listening," he says. "When we launched 'Pizza Turnaround,' we listened to our customers about how they felt about the pizza, and we changed the pizza. We’ve tried to maintain that with every campaign."

In an effort to truly drive home the mindset of not only listening to their customers but valuing them as well, Think Oven’s $500 prize for the best Current Project idea wasn’t solely about providing an incentive or guaranteeing engagement. "At the end of the day, you’re asking someone to help your business. This isn’t just [a contest] for a funny picture—this is give me an idea to make our company better," Calcao says. "We would sleep better knowing that we were giving some sort of reward [because] what you don’t want in a comment is someone saying, "Thanks, Domino’s…I guess you’re using your Facebook fans to do your work!"

Having two outlets for suggestions, Idea Box and Current Project, creates the necessary latitude for Think Oven to succeed in its mission for customer-generated concepts for change. And as it turns out, customers aren’t the only ones voicing their ideas: Domino’s store managers and employees have taken to Think Oven with genuine suggestions. The idea for one of Domino’s new products, Parmesan Bread Bites, came from Brian Edler, a Domino’s store owner in Ohio instead of from product dev types at HQ.

"It’s not common that the employees of any brand engage that much in an ad idea," Calcao says. "They could just be cynical [and use] this idea as a sounding board, but they’re not—they’re joining the conversation, and they have some really great ideas."

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36 Comments

  • arobinson1010

    Hello my name is Anthony I was thinking about something lets take Domino's to another level let us go for BREAKFAST BACON, EGG & CHEESE PIZZA and a SAUSAGE EGG & CHEESE or a STEAK EGG & CHEESE PIZZA and so on and so forth.. Do you think it's a good Idea. Please respond arobinson1010@yahoo.com

  • Scott Dan Hooten

    A standard Chicken Alfredo Pizza with a butter Parmesan Asiago cheese crust topped with oregano.

  • Joe McClendon

    You should Consider putting roasted garlic on the topping list.
    That would be AWESOME!

  • Mattie_Friday

    You should consider making Gluten Free pizzas. My Mom and most of my family cant have gluten/ dairy and it would be nice to sit down with them and have some delicious gluten free bread. this can also broaden your horizons and hopefully have you guys make your products with organic foods. 

  • Mccaul1217

    They do make gluten free thin crust pizzas but there is still possibility of exposure to gluten

  • Liz Trevino

    Dominos should put a caprese pizza on the menu we cant find them very often and would love to have one. Please consider it.

  • John Bronk

    I live along a main highway and it is well traveled. People always
    are throwing trash in my driveway mostly from fast food places.
    Today I happened to pick up a cardboard box from a Domino's pizza.
    It happened to have on the cover " WE NEED FRESH BRAINS" for great ideas.
    I got to thinking if Domino's would make the pizza box into a coupon, so  the customer would bring the box back to Domino's for recycling and as a coupon.
    It would promote business and a could cause for Domino's and for the enviroment. Domino's could recycle their carboard.
    I would think every month the sales would increase from customers bringing in the coupons and doing a good deed.    
    I like to see companies win and this way we would all win.
    Thanks for listening.
    John Bronk 
     

  • THERESA BICKERS

    I'M FROM CINCINNATI,OHIO,,,  NOW LIVE IN CLARKSVILLE TENN.  NO ONE PIZZA RESTAURANT HAS,, STEAK HOAGIES.   DOMNIO'S IN OHIO HAS THEM.  OUR FAVORITE ALWAYS,,,  PLEASE LOOK INTO THIS,,,  IT'S A GROUND BEEF LONG PATTY, MUSHROOM SAUCE , ONION & PICKLE.HOW ABOUT ADDING THEM TO YOUR OVEN BAKED SANDWICH MENU.   OUR SON IS MILITARY & GREW UP WITH THEM,,, I'LL BET FORT CAMPBELL  WOULD LOVE IT.I KNOW THIS FAMILY WOULD,, & MANY MORE.  YOU WOULD BE THE FIRST HERE !!    HOMESICK FOR DOMINO'S IN THE NATI".    THANK YOU .    THERESA BICKERS.  ( PARENTS 662@aol.com)

  • Breanahoganbeckerle

    you should make birthday pizzas,pies,cinnamon rolls, taco pizza, cheese crust, pizza layers, quarter machines [filled with little toy pizzas] thank you breanna

  • Bigyinusa

    You spend a ton of money on adverts promoting all your ideas and new products, BUT you keep avoiding the biggest and most important part of your business. Customer service, I walked into my not so local (9 miles) dominos and ordered cheesy bread and chicken pieces and waited 28 minutes from placing the order to actually getting it. I am done with crap service and you loose my business.

  • Anita

    The best thing ever on a pizza is sliced tomatoes. Diced tomatoes aren't the same. They need to be sliced. I always add them, along with additional cheese, to leftover pizza slices. First I heat the slices in the microwave oven. Then I add sliced tomatoes and the cheese and broil them in a conventional oven.

  • Kay Swatek

    Hi, your pizza and all other creations are wonderful....so I thought ...why not make a breakfast pizza ? You already have everything you need except for the eggs...I am sure that you guys in the think tank can come up with great things and not to mention creating more jobs for the community and more money for the company...To me it's a win, win....Thanks for listening..Have a wonderful day. Kay Swatek

  • Dannyhaner

    Last night I ordered a 3 topping pizza and it looked like they put the sauce on with a paintbrush. When they first reinvented their pizza  I thought it was best out there, but now it seems ever pizza I order has next to no sauce. What happened to the great pizza you had. All the pizza places cheapen up on the sauce. I've even offered to pay extra for the sauce and they say oh no there's no charge but it always comes out dry. To me sauce makes the pizza and you have great sauce but don't put it on. The store I oreder my pizza from is in Vinton Va 24179. Don't be like Papa Johns or Pizza Hut and leave off the sauce. I never order any pizza from them because I know it will be dry. Hope this feedback helps you. Put the sauce back on and make a great pizza like you were making. If you don't I might as well by a frozen pizza and doctor it up myself. Thanks for allowing me to give you my opinion!