STRATEGIC PARTNERS
October 31, 2004
MILTON KEYNES, England — Domino's Pizza has launched the United Kingdom's first double-decker pizza, according to a press release.
The launch of Double Decadence is the latest innovation from Domino's aimed at driving market growth and boosting sales, the release noted. The launch also will be supported in a television ad by Leslie Nielsen.
Double Decadence costs £1.50, U.S. $2.75, more than any medium pizza, according to the release, and is a reflection of Domino's efforts to extend its reach outside the pizza delivery market.
The new pizza is made up of two thin and crispy dough bases that are sandwiched together with a layer of creamy cheese and herb sauce. The pizza is then topped with vine-ripened tomato sauce, mozzarella cheese and toppings, according to the release.
Domino's invested £5 million, about U.S. $9 million, in developing and marketing new products aimed at broadening consumer choice throughout 2004, the release added. In the last year, Domino's also has launched Indonesian Chicken Skewers, the Greek Pizza, Salmon Bites and "delight" Mozzarella, which contains about one-third less fat than regular mozzarella.
"It will be interesting to monitor sales of 'delight' mozzarella, to see if people start to alter their eating habits," said Stephen Hemsley, chief executive of Domino's Pizza UK and IRL plc, in the release. "Our strategy has always been to provide and promote choice. Since we opened our first store in 1985, around half of our customers have opted to customize their pizzas according to their tastes and nutritional needs."
Double Decadence was launched in Japan in 1997. It has since been launched in the United States and Australia, as well as other international markets, the release noted.
Through its primarily franchised system, Domino's operates a network of 7,530 franchised and company-owned stores in the United States and more than 50 countries.
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