Pizza Hut. Papa John’s. Domino’s. While all of them have experimented to some degree or another in the last year or two with releasing new products or offers (Domino’s and Pizza Hut much more so than Papa John’s) – the core business remains traditional pizza. That’s why reports that Domino’s has totally revamped its pizza formula, to include a new crust, new sauce and new blend of cheeses is huge news, akin to McDonald’s reformulating the Big Mac or Burger King revamping the Whopper.
Consumerist is reporting on the recipe change as well, with info from Domino’s explaining:
â€œ2010 will be our 50th year in the business, and we are kicking it off with the most aggressive promotion in the history of our company,â€ said Dominoâ€™s Chairman and CEO David A. Brandon. â€œThis is the biggest product introduction weâ€™ve done sinceâ€¦well, pizza.â€
The primary changes to the pizza are the crust, sauce and cheese:
- 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.
The decision to change the basic recipe for Domino’s pizza is a bold one for sure. As USA Today notes:
Analysts were hard-pressed to name a major chain that has tried such a change to its core product. “I don’t know of any (restaurant) company that has attempted this,” says consultant Howard Gordon.
The new pizza recipe is based off of several years of testing, and seems to be a high risk/high reward situation. While some loyalists may not go for the new taste, the early buzz I’ve seen on Twitter is very positive – people are digging the new sauce, and seem to think the new crust is one of the better crusts they’ve had.Â There is strong potential here for Domino’s to re-introduce its pizza to the public at large, and potentially win over some new customers who may not have liked the taste of the old pizza. More interestingly, the pizza recipe change represents the strategic move of listening too, and responding to consumer complaints, demands and preferences. You aren’t crazy about Domino’s pizza? Well ok then, we’ll do some research and make it better for you.
The new pizza recipe has already popped up in most stores this week, and will be in all of them by the end of the month.Â I haven’t tried the new pizza yet, but hope too in the next few days.Â Any So Good readers tried the new Domino’s pizza recipe? If so, or when you do, please let us know what you think!
Full Disclosure: Domino’s is a client of mine and my employer, and I provide them with social media consulting and strategic advice.