This week Domino’s Pizza finally launched its own version of stuffed crust as they aim to win over the customers who are willing to spend more on the pricey pizza customization.
This new Parmesan Stuffed Crust comes thirty years after rival brand Pizza Hut first launched their stuffed crust. Since then several other brands have release their own takes on this crust option.
Domino’s Chief Marketing Officer Kate Trumbull told CNBC said: “Nearly 13 million Domino’s customers each year are buying stuffed crust from our competitors, and these are our customers who have to leave our brand because we’re the only national pizza brand that doesn’t offer it.”
She added: “One of the most common questions we’re asked is, ‘When will you launch stuffed crust? We’re excited to announce that our first-ever stuffed crust is finally here and we promise, it is worth the wait.
We think the best stuffed crust was saved for last.”
Domino’s has taken so long to release stuffed crust that a survey of its customers found that 73% already believed that the chain offered it on the menu, according to Trumbull.
She also described this launch as: “One of the longest development efforts in the company’s history.”
The process began with extensive market research. Findings included that stuffed crust customers tend to buy pizza more frequently and often spend more per transaction.
Ahead of the launch of Parmesan Stuffed Crust, the pizza chain spent 12 weeks training franchisees and 7,000 stores on how to make it properly.
