Chief executive officer of Domino’s Pizza, Don Meij, has gone undercover in the pizza franchise as part of Channel Ten’s new Undercover Boss Australia television series, which premieres tonight.

With more than 20 years experience in the pizza industry, Meij first started working at Domino’s as a pizza delivery driver.

“I saw so much potential in the pizza business while I was delivering pizzas and I absolutely loved it,” he said. “The thought of doing something I loved and making a living out of it was fantastic”.

Meij decided to go uncover at Domino’s because he was eager to examine the inner workings of the business.

“It’s been more than ten 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.

The CEO, who had to grow a beard as part of his disguise and act as if he knew nothing about the business, was also keen to meet the staff members who go the extra mile to help the company excel.

Meij said the experience was not only beneficial for himself, but also for Domino’s Pizza as a business moving forward.

“The opportunity gave me the chance to really see how our business is going operationally. 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.”

Undercover Boss premieres tonight at 8.30pm on Channel Ten.