Domino's Rolls Out Parmesan Stuffed Crust Nationwide

Domino's Pizza is introducing a parmesan cheese-stuffed crust to its menu across approximately 7,000 U.S. stores, marking its first foray into the stuffed crust market. Priced at $9.99 with one topping, this move is aimed at recapturing the 13 million customers the company lost annually to competitors like Pizza Hut and Papa John's, which have long offered stuffed crust options. This decision comes after Domino's previously dismissed stuffed crust as a fad due to operational concerns, but advancements in technology, such as the 'DJ Dough Spinners,' now allow for efficient production. This development is part of Domino's strategy to maintain its competitive edge in the pizza industry, particularly appealing to younger demographics like Gen Z. The stuffed crust launch is considered one of the company's longest development efforts, involving extensive training across its locations. Domino's aims to boost its sales and market relevance with this addition, following a decline in sales post-Covid-19 pandemic boom.