Domino Pizza has introduced a new variation of an existing product, cheesy bread. The newly remodeled cheesy bread will now be available in three temping tastes, spinach and feta, bacon and jalapeno and cheese only.
“Consumers’ palates are evolving to these kinds of tastes, and they’re not once-in-a-while things anymore,” said Domino’s CMO Russell Weiner, referring to ingredients such as spinach and feta. “When we looked to develop these we wanted to appeal to the broadest customer base. We wanted gourmet, and we wanted to have people like it.”
The hope, Mr. Weiner said, is that the new product, along with the artisan pizza line it unveiled earlier this fall, will generate interest in the chain’s standard pizza as well.
A national TV campaign from CP&B, Boulder, Colo.,will begin airing Nov. 28 and include Domino’s execs Brandon Solano, who recently became VP-franchise development, along with Tate Dillow, program leader-product research and development. In the ad they talk about how “under-cheesing” has swept the industry.
“In this economy, things are bad, people are cutting budgets,” said Mr. Weiner. “The normal thing to do is raise prices and reduce quality. We’re making a purposeful effort to be on the side of consumers. We could take cheese out, but we put more cheese in and added more gourmet-type flavors.”
Source: Advertising Age