News

Domino's new steak pizza promo strongly 'guy' centered

September 6, 2005

ANN ARBOR, Mich. — Domino's Pizza is fortifying the launch of its Steak Fanatic Pizza with a contest to win a "high-tech fully loaded Steak Fanatic Pizza Couch."

According to a news release, "two lucky guys" will win the couch, which was custom crafted by Jamie Hyneman and the crew of M5 Industries, best known for their work on the TV show "Mythbusters."

The chain's new pizza is topped with Angus beef, American and provolone cheeses, fire-roasted onions and thick-sliced mushrooms. A medium sells for $9.99.

Not ironically, the pizza's launch occurs at the start of football season, just like last year, when Domino's launched its highly successful Philly Cheesesteak pizza.

Domino's is partnering on the promotion with the Cattlemen's Beef Board and the Federation of State Beef Councils division of the National Cattlemen's Beef Association. The U.S. beef industry's Beef Checkoff logo will appear on many of the promotional materials associated with the roll-out.

Couched in tech thinking

The one-of-a-kind couch was developed from responses to a male-centric survey about what guys want in the ideal piece of furniture. M5 Industries' creation includes two Domino's Heat Wave hot bags, a mini refrigerator, a Coca-Cola beverage cooler and a remote control caddy and bottle opener. To fill the fridge, SunTrust Bank has provided a $200 pre-paid Visa card.

For entertainment, the couch is connected to custom-installed electronics including an Xbox with three controllers, an Electric Red-donated MP3 player, a donated XM Radio with one year of free service, a donated NEXTEL cellular phone and a NASCAR headset, a DVD player and two flat-screen televisions.

"When Domino's Pizza approached M5 Industries and asked us to design and build the Steak Fanatic Pizza Couch, I knew it was something we wanted to be part of," said Hyneman.

The couch will be unveiled at an invitation-only event on Sept. 7 in Richmond, Va. One lucky pizza fanatic and a friend will spend some couch time dining with NASCAR racer Michael Waltrip, whose car is sponsored by Domino's. The winner was selected during the Domino's Pizza "America's Biggest Pizza Fanatic" contest, an online competition in which sports fans wrote why they are America's biggest pizza lover.

MasterCard 'dude ranch' giveaway

Beginning Sept. 5, each time customers use their MasterCard cards at participating Domino's stores on the U.S. mainland, they will be automatically entered into a sweepstakes for a chance to win an all-inclusive seven-day, six-night vacation at a western-themed "dude ranch."

Customers also could win one of 10 $500 MasterCard Gift Cards. The MasterCard sweepstakes will be advertised in conjunction with the Steak Fanatic Pizza national launch. Domino's accepts MasterCard cards at all stores nationwide.

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