Domino’s Pizza has introduced its Parmesan Stuffed Crust, aiming to attract customers who previously opted for competitors’ offerings. This launch comes after decades of rivals like Pizza Hut and Papa John’s offering their versions of stuffed crust, a concept first popularized by Pizza Hut 30 years ago.
According to Domino’s Chief Marketing Officer Kate Trumbull, nearly 13 million of their customers annually have been purchasing stuffed crust from competitors due to its absence on Domino’s menu. Market research revealed that stuffed crust buyers tend to spend more and purchase pizza more frequently.
The development of Domino’s Parmesan Stuffed Crust, made with mozzarella, garlic seasoning, and Parmesan cheese, took three years and involved extensive operational improvements across its restaurants. The menu item is now part of Domino’s $9.99 carryout deal.
— news from CNBC