Domino’s Australia & New Zealand has found a creative way to evolve its menu—by tapping into the talent of employees in-store. Instead of waiting for corporate chefs, they’re building the next big flavour through real-world innovation shared by frontline teams .

When Employees Drive the Menu

Domino’s CEO for ANZ, Nick Knight, shared that staff across stores were capturing videos of their own pizza creations—like the Sausage Sizzle and TikTok Watermelon Pizza—and posting them to the internal platform . One comment: “We have thousands of budding pizza experts out there in the field who are really eager to share their creations” .

This wasn’t just novelty—it became a rich source of ideas that shaped what landed on store menus next.

A Platform That Sparks Innovation

Domino’s didn’t just roll out a tool. They launched a mobile-first community where creativity lived across locations and roles. It gave employees a chance to:

• Share their own pizza innovations
• Inspire others with visuals and descriptions
• Engage in informal feedback and spark collaboration

These employee-led ideas were no longer hidden—they were visible, celebrated, and acted on by the business.

Fueling Growth and Connection

During the pandemic, as delivery demand surged and new stores opened, Domino’s innovation engine kept rolling . Empowered employees sparked menu creativity—from small tweaks to unexpected flavours—bringing more dynamism and engagement across teams.

Tracy Llewellyn, Head of Communications ANZ, highlighted the power of community in driving culture and innovation—showing that connection isn’t just feel-good. It directly influences product development and brand momentum .

Crowdsourced Ideas, Business Value

With thousands of employees engaged and their creativity flowing, Domino’s used this culture of crowdsourcing to:

1. Supercharge idea pipelines
2. Strengthen employee engagement
3. Reinforce a culture of experimentation and ownership

All while turning frontline passion into tangible menu success.

Want to empower your people to innovate from the ground up?
Let’s explore how building community and ownership can infuse fresh energy—and fresh ideas—into your organization.