Domino’s successfully countered the phrase: “You can't make everyone happy, you're not pizza”. Together with kollekt.fm, they've introduced a hybrid brand-staff music concept. It invites floor staff to submit their favourite songs to the in-store radio and build the soundtrack of their workday. 

Max van Bossé is their kollekt.fm music curator.‍

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Music for workfloor excellence

At Domino's, floor staff is at the heart of the business. The company spotted an opportunity to improve the daily work experience beyond the usual perks. Curated music was already playing in the stores, but apart from it being on-brand, they felt we could lean into a special emotional connection for employees.

In the fast-paced world of take-out restaurants, the soundtrack of your day is pretty important. Domino's needed something that would energize their teams without compromising a professional atmosphere. They were looking to find the sweet spot between staff engagement and brand identity.

The new semi-personalized Domino’s Music Channel

There's something really powerful about hearing 'your own' favorite song during a busy shift. So we came up with a partially personalized radio concept.

The new Domino’s Music Channel allows team members to submit songs from their personal Spotify accounts, but only every 20 minutes will one of these staff-selected tracks be played in-store. We’ve also blacklisted certain artists and explicit content is blocked.

Here’s how it works:

• Staff Song Requests
  Team members can submit their favorite songs through Spotify, creating a sense of ownership and excitement about the music played in their store.
  
  
• Scheduled Personalization
  Every 20 minutes, a staff-chosen song is played alongside a playlist of brand-approved songs curated by kollekt.fm.
  
  
• Controlled Environment
  The system ensures that explicit content and certain artists are blocked, ensuring a professional ambiance for both staff and customers.

It's a moment of pure joy when someone's song is played, much like when you hear your request played on the radio. But between these personal picks, professionally curated music aligns with the brand identity, creating a nice balance.

Music Channel: a new music product 

Domino’s Music Channel is a new product, developed in co-creation between kollekt.fm and Domino’s. Before implementation, the project team interviewed franchise partners and restaurant staff to understand musical preferences and how music impacts their workday. Their input was crucial in refining the concept.

The development wasn't just about technology; it was about creating meaningful moments on the workfloor. When someone's favorite song comes on during a busy shift, the energy in the kitchen immediately changes. It’s the emotional response that they were aiming for.

Spotify for employees, the legal way

To make the experience familiar and easy, the system uses the tools staff already know: Spotify and QR codes. Each store has its own collaborative playlist, with the franchise owner as administrator. Staff can simply scan the QR and add their tracks, just like they’re used to. It’s a low-barrier, fully legal alternative to the old habit of plugging in personal phones or using private Spotify accounts illegally during shifts. Now, everyone gets to enjoy their own tunes without breaking any rules, all while the brand keeps control of the atmosphere.

Music is a light-hearted and fun way to improve staff retention and build a positive work environment. It is something that makes Domino's stand out as an employer.

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