Domino's Australia has launched a Square Puff pizza made of pastry crust that fills an entire square box, according to Australian Food News.

From the story:

Domino’s CEO Don Meij said the Square Puff pizza was unique to Domino’s and is designed to bring focus to giving customers a "premium quality product for amazing value".

"Our new Square Puff pizza is all about giving customers a full size, bigger pizza on our most indulgent Square Puff pastry crust topped with premium quality ingredients for only $7.95," Meij said. "You can’t get any better than a box full of pizza – our Square Puff goes right to the edge and fills the whole pizza box!" contacted Domino's vice president of communications in the United States, Tim McIntyre, for the chance that this product could make it to the states. "Never say never," he said.

McIntyre admittied that if it was a huge success, the company might market or concept test it locally. But he said overseas smash hits don't always equal success on this side of the pond.

"A few years ago, we introduced something called the Doublemelt pizza (two thin crusts with a creamy cheese in between, then regular pizza toppings on top). It was a monster success in Asia, then parts of Europe. Here? Not so much," he said.

"Nonetheless, we're always looking, always sharing our experiences with our international franchisees (and vice versa), and always looking for ways to expand and improve our menu."

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User Comments – Give us your opinion!
  • Ben Samuels
    I see Puff crust advertised here in China - yet I have no idea what "puff" crust means! Can anyone inform me? Something is lost in translation. I am baffled. Will I like it? Will I hate it? I have no idea what "puff crust" is!
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