Domino’s Puts Better Ingredients And An Honest Brand Story In The Oven

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.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Fantastic. As they improve their brand and we all buy more Dominoes pizza, we can know that we’re also supporting the huge donations to right-wing ideologies at the same time. Yea, Anti-Choice!

  2. I never eat Domino’s because the former owner was a fanatical Catholic who spent millions funding the anti-abortion movement. Personally, I don’t believe in putting Big Government into decisions between a woman and a doctor, and don’t support companies that want to infringe on our freedom and liberty. Yes, I know he is no longer involved in the company, but bitter memories die hard.