Domino's extends $5.99 value offer to non-pizza items

Domino's extends $5.99 value offer to non-pizza items

Deal positions brand as "not just a pizza company" as it fights for winter traffic, sales

Fresh off the completion of its test of an online bounce-back offer called Domino’s Dollars [3], the nation’s second-largest pizza chain is rolling out another nationwide promotion to complement its $5.99 value deal — this time focusing on non-pizza items.

Ann Arbor, Mich.-based Domino’s Pizza is expanding its current offer of two medium two-topping pizzas for $5.99 each to let customers substitute many of the chain’s other items into an order for $5.99, including Oven Baked Sandwiches, Penne Pastas, Stuffed Cheesy Bread or an eight-piece order of chicken.

Restaurant chains typically emphasize low-calorie menu options or aggressive value deals in January to target guests that have made New Year’s resolutions to eat better or save money. But the TV campaign Domino’s is using to launch the limited-time offer is a light-hearted appeal to customers to try something new in 2013, meaning one of the discounted non-pizza items on the brand’s menu.

In the first commercial for the deal, in exchange for one Domino’s customer trying out an Oven Baked Sub for the first time, an assistant manager agrees to do something that scares him. Because the Domino’s employee is afraid of heights, he gets flung into the air on a slingshot ride at an amusement park.

“Our customers have loved being able to enjoy their favorite two-topping pizzas for $5.99, and now they can try pastas, chicken, stuffed cheesy bread and sandwiches for the same value,” chief marketing officer Russell Weiner said in a statement. “It can be scary to try something new, so we’re encouraging our customers to be a little bit more daring this new year, and in exchange we’ll face fears of our own.”

He added that more than 80 percent of Domino’s menu items have been introduced since 2008, allowing Domino’s to position itself as “not just a pizza company” while it fights other chains for its share of traffic in January and February.

“We’re making it so Domino’s can deliver variety at a great price to our customers’ next sports-viewing party or when the winter nights get too cold to go out with the family,” Weiner said.

Domino’s operates or franchises more than 10,000 pizza restaurants in more than 70 countries, including more than 5,000 units in the United States.

Contact Mark Brandau at [email protected] [7].
Follow him on Twitter: @Mark_from_NRN [8]