Domino's Pizza revamps its cheesy bread

 
Nov. 21, 2011

Two years after overhauling its pizza recipe, Domino's has revamped its Stuffed Cheesy Bread.

Each of the three Stuffed Cheesy Bread varieties is stuffed inside and out with the same amount of cheese as a Domino's medium cheese pizza. The new, permanent menu item is available in three flavors: bacon & jalapeno, spinach & feta and cheese only. The bread features both mozzarella and shredded cheddar cheeses.

The higher-end ingredients such as spinach and feta complement the chain's recent roll out of its artisan pizzas.

"In continuing to respond to what consumers want from us, we had an opportunity to show the rest how cheesy bread is really done," said Patrick Doyle, Domino's Pizza president and CEO. "We continue to be committed to innovate, improve and grow our menu; Stuffed Cheesy Bread is simply our next step."

A national TV campaign beginning next week follows Domino's chefs Brandon Solano and Tate Dillow as they realize "under-cheesing" has taken over the cheesy bread scene, and Domino's wants to put a stop to it.

"Domino's is committed to making our entire menu, beyond just our pizza, something special for consumers," said Russell Weiner, Domino's Pizza chief marketing officer. "The new campaign shows that we're drawing inspiration from our competitors – helping us do consumers a favor by putting the 'cheese' back in cheesy bread."

During the campaign, customers can choose two of either the new Domino's Stuffed Cheesy Breads or any medium, 2-topping pizzas for $5.99 each.

Also beginning this week, gift cards are available for purchase in Domino's stores across the U.S. Customers can purchase gift cards in denominations from $5 to $100. Gift cards have previously only been available for purchase online at giftcard.dominos.com.

Read more about food and beverage launches. 


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


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