Domino’s Goes Artisanal with Top Chef Fan Fave Fabio

Posted by Mark J. Miller on September 27, 2011 01:16 PM

Continuing on our pizza theme, "Artisanal" is probably not the first word people think of when they think of pizza-delivery king Domino’s.

Whether their line cooks are artisans or not, 51-year-old Domino’s is attempting to push it into a market that would order such pies rather than depending on your basic pepperoni/mushroom/cheese pies.

The Michigan-based company today adds Domino's Artisan Pizza to its menu, and a Twitter and Facebook promotion is touting its three new pie flavors: Spinach & Feta, Italian Sausage & Pepper Trio, and Tuscan Salami & Roasted Veggie.

"We have never launched anything that showcases our quality ingredients and craftsmanship quite like Artisan Pizza," said Domino's Pizza president and CEO Patrick Doyle in a press release. "Consumers really need to see and taste these pizzas to believe them."

A national TV campaign for the new pizzas started earlier this week; one of them (below) features celebrity chef Fabio Viviani, an Italian-born fan favorite on Bravo’s Top Chef, who responded to a Twitter follower that he's promoting the Domino's launch "cause I liked the pizza."

More about: Domino's, Food, Restaurants, Campaigns, Advertising, Social Marketing, Top Chef, Bravo, Fabio Viviani

Becci Arbour says:

To stay relevant you need to be different. Domino's is position themselves to do just that.

September 27, 2011 04:06 PM #

Dan T. says:

Don't know if it will work but the chain has been working to reinvent themselves.

September 29, 2011 11:01 PM #

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September 30, 2011 10:09 PM #