Domino’s Pizza is finally jumping on the stuffed crust bandwagon after more than three decades in the making. The decision comes after the company’s former leadership believed that stuffed crust was just a passing fad and would slow down operations in the kitchen. However, Domino’s is now adding a parmesan cheese stuffed crust to its US menus, marking the first time the item has been available at the chain.
The introduction of stuffed crust is aimed at attracting customers who are currently flocking to competitors for the cheesy option, leading to a significant loss in revenue for Domino’s. The company has invested in new equipment, called “DJ Dough Spinners,” to speed up the process of making stuffed crust pizzas at its approximately 7,000 US locations.
While Domino’s sales have only seen a modest increase recently, adding stuffed crust is expected to provide a much-needed boost to the chain’s bottom line. The move aligns with a wider trend in the quick-service restaurant marketplace, where consumers are increasingly looking for value in their orders. With competitors like Pizza Hut and Papa John’s already enjoying success with their versions of stuffed crust, Domino’s is hoping to capitalize on the trend and attract more customers to its menu.
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