I can't recall the last time I ordered a Domino's pizza. But I do recall the feeling it left me with. Namely, that it was adequate.

Of course, adequate isn't exactly what a food company wants to hear about its signature product. And Domino's has been hearing a lot of like sentiments from its customers, which has led the Ann Arbor-based company to make some not insignificant changes to its core pizza recipe.

Domino's new pizza will be in all U.S. stores beginning December 27.

The primary changes include:

• Crust: A garlic seasoned crust with parsley baked to a golden brown
• Sauce: Sweeter, bolder tomato sauce with a medley of herbs and a red pepper kick
• Cheese: Shredded cheese made with 100% real mozzarella and flavored with just a hint of provolone

With the help of Crispin Porter + Bogusky, Domino's will be marketing their new pizza aggressively in the next several weeks with advertising on many top-rated entertainment and sports programs, sampling opportunities throughout the country and a strong web-based presence. They will also motivate trial with a special introductory offer of two medium, two topping pizzas for $5.99 each.

December 24, 2009 by david burn | Permalink | 2 Comments