First, Domino's co-opted the word "artisan" and soon they will do the same for "handmade": starting Monday, Domino's across the country will begin selling Domino's Handmade Pan Pizza. The word "handmade" is thrown in there to differentiate Domino's pizza dough from Pizza Hut's; according to the USA Today, "Some Pizza Huts still use frozen dough to make their pan pizzas." Guess the word "fresh" isn't as on trend as "handmade"? Or something?
Anyway, Domino's has had pan pizzas in the past but according to CEO Patrick Doyle they've "never gone at it that seriously." Starting Monday, America will finally find out what it looks like when Domino's gets serious about pan pizza. Here's the press release:
Domino's® Introduces Handmade Pan Pizza
New pizza offers fresh alternative to industry's use of frozen dough
ANN ARBOR, Mich., Sept. 24, 2012 – The recognized world leader in pizza delivery is taking its biggest step since reinventing its hand-tossed pizza nearly three years ago. Domino's Pizza (NYSE:DPZ) today debuts its brand new Handmade Pan Pizza, taking aim at offering the best tasting pan pizza available by giving customers what they have asked for: a crispy golden crust with a great buttery taste – and most importantly, handmade from fresh, never-frozen dough.
"There is a standard out there for pan pizza that we realized could be better," said Patrick Doyle, Domino's Pizza president and chief executive officer. "The reason most people buy a pan pizza is for the crust, and that key component should be fresh, never frozen. But what we think ultimately doesn't matter; I'd encourage customers to taste for themselves."
Domino's is making a grand entrance into pan pizza – a category that makes up one in every five pizzas sold in the U.S. today. In addition to launching the product today in all of its nearly 5,000 stores in the U.S., Domino's will begin a national television campaign on Oct. 1 to promote its Handmade Pan Pizza. The campaign will offer medium two-topping Handmade Pan Pizzas for $7.99 each, giving fans and consumers a value-inspired way to try it and see how it stacks up versus the pan pizza competition.
"We are proud of the way we have continued to expand and reinvent our menu, and it is safe to say Domino's has not been this excited about a new product since the change to our hand-tossed pizza," said Doyle. "Similar to that, the creation of our Handmade Pan Pizza has been driven by customers telling us how we can continue to improve and become the best."
The golden crispy crust with a buttery taste is only the beginning of Domino's Handmade Pan Pizza – as it also features two layers of cheese and toppings to the edge. "The proof is in the tasting with this one, and we can't wait for our fans and customers to give our new Handmade Pan Pizza a try," said Doyle.