Domino’s Pizza finally launches stuffed crust to keep customers away from rivals

Key Points

  • Domino’s Pizza is launching its Parmesan Stuffed Crust pizza to compete with rivals like Pizza Hut and Papa John’s.
  • The stuffed crust was a long development process, taking three years, due to operational concerns and market research.
  • The new crust aims to retain customers who previously had to go to competitors for stuffed crust options.
  • Domino’s has retrained employees and improved kitchen efficiency to support the launch.

Summary

Domino’s Pizza is set to introduce its Parmesan Stuffed Crust pizza on Monday, marking a significant addition to its menu after a 30-year delay since Pizza Hut first popularized the concept. This move is aimed at recapturing customers who have been opting for stuffed crust pizzas from competitors like Pizza Hut and Papa John’s. The development of this new crust was not straightforward; it involved extensive market research, multiple iterations, and operational adjustments to ensure kitchen efficiency. Domino’s Chief Marketing Officer, Kate Trumbull, highlighted that the launch was critical as nearly 13 million of their customers annually were buying stuffed crust from other brands. The Parmesan Stuffed Crust, which includes mozzarella, garlic seasoning, and Parmesan cheese, is part of Domino’s strategy to not only retain but also attract customers by offering a premium pizza experience at a competitive price point, included in their $9.99 carryout deal. This launch reflects Domino’s commitment to innovation and adaptation in response to changing consumer preferences and competitive pressures.

cnbc
March 3, 2025
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