Domino’s Pizza is introducing a parmesan cheese stuffed crust to its US menu, marking a significant shift after decades of hesitance. The stuffed crust option, first popularized by Pizza Hut in 1995, has long been a staple for competitors but was avoided by Domino’s due to concerns about operational efficiency. According to Kate Trumbull, Domino’s chief marketing officer, the company’s leadership previously believed stuffed crust would slow down kitchen operations, which conflicted with Domino’s focus on speed and efficiency.
The decision to add stuffed crust comes as Domino’s faces slowing sales growth. In the most recent quarter, sales rose only 0.4%, falling short of analysts’ expectations. The company attributes this to macroeconomic pressures and competition, particularly among value-driven consumers. Domino’s research indicates it loses approximately 13 million customers annually to rivals offering stuffed crust, representing a significant revenue gap.
To address operational challenges, Domino’s has introduced new equipment called “DJ Dough Spinners,” which streamline the stuffed crust assembly process. The rollout involved 12 weeks of training across its roughly 7,000 US locations, described by Trumbull as “one of the longest development efforts in our company’s history.”
The move aims to boost Domino’s bottom line amid a challenging market. While Pizza Hut and Papa John’s have reported declining same-store sales, Domino’s remains the only publicly traded pizza chain with positive growth. However, CEO Russell Weiner cautioned that consumer spending pressures and a competitive quick-service restaurant market will persist into 2025. Analysts at TD Cowen predict the new stuffed crust could provide a meaningful sales lift.
— news from CNN