Domino's Pizza is set to launch its Parmesan Stuffed Crust on Monday, responding to competition and consumer demand after years of not offering this popular option. With 13 million customers leaving for competitors annually, the new menu item aims to regain market share, especially among Gen Z diners. Historically, Domino's resisted stuffed crust due to service concerns, but a changing market led to a reevaluation and commitment to include it, making it a key strategy to maintain their position as a leading pizza chain in the U.S.
Nearly 13 million Domino's customers each year are buying stuffed crust from our competitors, and these are our customers who have to leave our brand because we're the only national pizza brand that doesn't offer it.
When Pizza Hut originally launched stuffed crust, Domino's viewed the menu item as gimmicky, according to Trumbull. Plus, the company heard that stuffed crust caused bottlenecks and slowed down service, leading to unhappy customers and workers.
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