Domino’s Debuts Stuffed Crust Pizza to Regain Market Share

The pizza chain launches its first-ever Parmesan Stuffed Crust to compete with rivals and boost sluggish sales.

Domino’s has introduced its first-ever Parmesan Stuffed Crust pizza, a product it spent three years developing and training staff to prepare across 7,000 U.S. locations.
The company’s research revealed it loses 13 million customers annually to competitors offering stuffed crust options, such as Pizza Hut, Papa John’s, and Little Caesars.
The new menu item is priced at $9.99 as part of Domino’s carryout deal, aiming to attract younger consumers and increase customer spending and frequency of visits.
Domino’s reported a modest 0.4% same-store sales growth in its fourth-quarter earnings, falling short of analysts’ expectations, as value-conscious customers increasingly opt to eat at home.
To promote the launch, Domino’s is giving away $250,000 worth of stuffed crust pizzas and running a marketing campaign to raise awareness of its new offering.