Domino’s CEO goes ‘Undercover’

July 10, 2011

New Zealand TV viewers got a behind-the-scenes look last night at Domino's Pizza Australia during "Undercover Boss Australia." The reality TV show featured the pizza chain's CEO Don Meij as he went  "undercover" as a new employee to learn how his business model could improve.

"It's been more than 10 years since I've worked in-store, and like any business, a lot can change in that time. This experience gave me the opportunity to go into our stores as someone else, do the everyday jobs and discover for myself what we are doing great and what we need to fix," said Meij, who started his Domino's career 20 years ago as a pizza delivery driver. "At the same time I wanted to meet the people in our stores who go the extra mile to make a difference and make Domino's what it is today."

Meij said his experience was fantastic for not only him, but for Domino's Pizza as a business.

"The opportunity gave me the chance to really see how our business is going operationally" he said. "It's easy to make decisions around a boardroom table but until you've seen how these decisions are implemented within a store, it's hard to actually know if what we are doing is working."

Meij said the hardest part of the whole experience was making sure his real identity wasn't discovered.

"As part of my disguise I had to grow a beard, and I've never done that before," he said. "Secondly, I had to act as though I knew nothing about Domino's, which was even more difficult. There were times during filming when I really had to stop myself from talking about what I knew. I saw so many great ideas and things which could be done better, but I couldn't say anything otherwise I risked being uncovered," Meij says.

The episode first aired last October in Australia.

Topics: Domino's Pizza , Marketing , Marketing / Branding / Promotion , Operations Management

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