- Domino’s is launching a stuffed crust pizza. The move comes roughly 30 years after Pizza Hut invented the category, using Donald Trump in its commercials. To commemorate the launch, Domino’s will give away a quarter-million dollars’ worth of pies.
Stuffed crust pizza has been around for a while now, but Domino’s Pizza has stood on the sidelines as competitors captured that market. Now, the chain is jumping into the fray.
For the first time, Domino’s is offering a stuffed crust pie on its menu. The Parmesan Stuffed Crust pie features a rim crammed full of mozzarella and then sprinkled with parmesan and a garlic seasoning. The restaurant chain says it worked three years, through eight different variations, to get the recipe it wanted for this offering.
Domino’s initially turned its nose up at stuffed crust pies when Pizza Hut launched them in 1995 (with an ad campaign that featured Donald Trump). They’ve since become a standard offering for pizza restaurants, however.
“As a brand, we’re really interested in knowing the preferences and insights of teens and families,” said Kate Trumbull, Domino’s executive vice president and chief marketing officer. “So with that in mind, we knew we needed to better understand how the view of stuffed crust changed amongst consumers. Domino’s is obsessed with making delicious pizza, and we knew it was time to turn that obsession toward something we avoided for 30 years.”
To promote the pizza and start catching up with the competition, Domino’s is launching a promotion to give away $250,000 worth of its new offering. Customers can upload a photo of a receipt for a stuffed crust pizza from a competitor to dominoscheatreceipts.com to be entered into a drawing for a code to receive a free Parmesan Stuffed Crust pizza. Weekly drawings will take place each Monday for the rest of the month.