Domino’s Pizza is launching its own version of stuffed crust, called Parmesan Stuffed Crust, three years after deciding to introduce the menu item. The chain spent 12 weeks training franchisees and 7,000 stores on how to make it properly ahead of the launch.
The move comes as Domino’s aims to win over customers who are willing to spend more on this pricey pizza customization. Thirty years ago, Pizza Hut introduced stuffed crust, which has since become a classic menu item among consumers. Generations have grown up with stuffed crust, including Gen Z diners who are entering the workforce and buying their own pizzas.
Domino’s viewed stuffed crust as gimmicky when it first launched at Pizza Hut. However, after national competitors followed suit, Domino’s changed its perspective and committed to launching its own version in 2022. The company conducted extensive market research, which found that stuffed crust customers tend to buy pizza more frequently and spend more per transaction.
After eight potential iterations, Domino’s landed on the right recipe for its Parmesan Stuffed Crust, made with mozzarella and topped with garlic seasoning and a sprinkle of Parmesan cheese. To ensure smooth production, the chain improved its restaurants’ operations, retraining employees across the system and rolling out a custom dough spinner.
The addition is critical for Domino’s to compete with rivals Pizza Hut and Papa John’s, which have gained market share from the top U.S. pizza chain in recent quarters. Nearly 13 million Domino’s customers each year are buying stuffed crust from competitors, and these customers often leave the brand because it doesn’t offer this menu item. With its new launch, Domino’s aims to capture this customer base and increase sales.
Source: https://www.cnbc.com/2025/03/03/dominos-pizza-launches-stuffed-crust-to-rival-papa-johns-pizza-hut.html