Domino’s Pizza is reviving its stuffed crust option after a nearly three-decade absence from menus. The move comes as the company seeks to boost sales, which have been sluggish in recent quarters. The new parmesan cheese-studded crust will be available starting Monday for $9.99 with one topping.
The idea of adding stuffed crust was first introduced by Pizza Hut in 1995, but Domino’s initially resisted it due to concerns about operational efficiency and the added time required to prepare the item. However, the company has since developed new equipment, called “DJ Dough Spinners,” that speeds up the process, making it easier for employees to assemble.
Domino’s believes adding stuffed crust will help fill a gap in its menu offerings compared to its competitors. The company lost 13 million customers who prefer stuffed crust and generated significant revenue from Pizza Hut’s successful launch of similar products. By introducing its own version, Domino’s hopes to attract back some of these lost sales.
The new stuffed crust is the result of a lengthy development process that involved 12 weeks of training for over 7,000 US locations. The addition comes as all three major pizza chains – Domino’s, Pizza Hut, and Papa John’s – are struggling with declining sales due to consumer spending cuts and increased competition from quick-service restaurants focused on value.
Analysts expect the new stuffed crust to bring a boost in sales, particularly at TD Cowen, which forecasts a meaningful lift. With this move, Domino’s aims to improve its bottom line and stay competitive in an increasingly crowded market.
Source: https://edition.cnn.com/2025/03/03/food/dominos-pizza-stuffed-crust-launch/index.html