Domino's goes gourmet with launch of artisan pizza line

Sept. 26, 2011

Domino's has launched what it calls its highest-quality line of pizzas yet. The new Artisan Pizza line includes 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 Patrick Doyle, Domino's Pizza president and chief executive officer. "Consumers really need to see and taste these pizzas to believe them."

To promote the quality of the Artisan Pizzas, they come in a pizza box signed by the responsible store manager.

Additionally, a national TV campaign began this week focusing on pizzas' gourmet taste instead of gimmicks. Fabio Viviani, a celebrity chef from Bravo's award-winning Top Chef series, makes a cameo appearance in one of the commercials.

"We have great tasting hand-tossed pizza and a terrific specialty line, but the Domino's Artisan Pizzas truly take special to a whole new level," said Russell Weiner, Domino's chief marketing officer. "The campaign is a playful way to demonstrate that for us to show believers we can be gourmet, this pizza needs no gimmicks – just consumers to simply try it."

Consumers who order Domino's Artisan Pizza through online ordering will receive a link where they can rate the pizza and let Domino's know what they think.

During the campaign, consumers can try the pizza for $7.99 every day of the week. Domino's will also continue its Early Week Pick-Me-Up Deal, offering consumers a 3-topping pizza for $7.99, carryout only.

Check out Domino's new commercial featuring Viviani.

Read more about food and beverage innovations.

Topics: Domino's Pizza , Food & Beverage , Marketing / Branding / Promotion , Pizza Toppings

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