New pan pizza is Domino's biggest product launch in 3 years

Sept. 24, 2012

Domino's Pizza debuts its new handmade pan pizza today, marking the company's biggest product launch since improving its core hand-tossed pizza recipe in 2009.

The new pizza went through three years of development and features fresh, never frozen dough, hand-stretched into the pan, resulting in a crispier, golden crust with a buttery taste. The new pizza also features two layers of cheese and toppings to the edge.

According to a company release, one out of every five pizzas sold in the United States is a pan pizza and Domino's has not been a strong contender in the category, inspiring today's launch.

"There is a standard out there for pan pizza that we realized could be better," said Patrick Doyle, Domino's Pizza president and chief executive officer. "The reason most people buy a pan pizza is for the crust, and that key component should be fresh, never frozen. But what we think ultimately doesn't matter; I'd encourage customers to taste for themselves."

Domino's will begin a national television campaign on Oct. 1 to promote its new handmade pan pizza. The campaign will include medium two-topping handmade pan pizzas for $7.99 each.

"We are proud of the way we have continued to expand and reinvent our menu, and it is safe to say Domino's has not been this excited about a new product since the change to our hand-tossed pizza," said Doyle. "Similar to that, the creation of our handmade pan pizza has been driven by customers telling us how we can continue to improve and become the best. The proof is in the tasting with this one, and we can't wait for our fans and customers to give our new handmade pan pizza a try."

Thus far, reaction on Domino's social media sites has been largely positive, with many fans stating: "It's about time."

Read more about food and beverage introductions.

Topics: Cheese , Domino's Pizza , Food & Beverage , Marketing / Branding / Promotion , Operations Management , Pizza Toppings , Research & Development / Innovation

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