Domino’s Wants Upper Hand in Pan Pizza


Domino’s CEO Patrick Doyle certainly can’t be accused of just watching the grass grow — or the cheese melt — on his watch. Already, he’s led the brand through a marketing makeover focusing on transparency and self-effacement, formulation of new basic recipes for Domino’s crust, greater reliance on digital sales, ushered in a new logo, and many other changes as Doyle has relentlessly shaken things up in what actually was a pretty sleepy industry.

Now, Doyle is unveiling Domino’s latest big gambit: The debut of Domino’s Handmade Pan Pizza, its biggest product launch since improving its core hand-tossed recipe a couple of years ago. After three years of development, Domino’s notes that its new pizza is fresh dough that is hand-stretched into the pan — not frozen, “like many pan products out there,” as the company’s press release puts it.[more]

About 20 percent of U.S. pizzas sold are pan pizzas, and Domino’s admitted in its release that “up until now [it] has not been a strong contender” in the category.

“That changes today,” Domino’s said, with Handmade Pan, which the chain described as having “a golden crispy crust with a buttery taste,” two layers of cheese and “toppings to the edge.”

“We are proud of the way we have continued to expand and reinvent our menu, and it is safe to say Domino’s has not been this excited about a new product since the change to our hand-tossed pizza,” Doyle stated. “The creation of our Handmade Pan Pizza has been driven by customers telling us how we can contsinue to improve and become the best.”

Domino’s kicks off the national TV advertising campaign for the new offering, which comes in the distinctive black box (“Crafted with LOVE by HAND at your local Domino’s pizzeria”) above, on October 1. It’s now offering a medium two-topping Handmade for $7.99 on its U.S. homepage.

If Handmade goes as well as Doyle’s other recent initiatives, Domino’s hands may also have made another winner. Indeed, judging by the swift reaction of brandchannel’s NYC web team to the new pies, it should go very well indeed.