Domino’s Pizza introduced on Tuesday an Artisan Pizza line that includes three varieties of pies.
The new pizzas — Spinach & Feta, Italian Sausage & Pepper Trio, and Tuscan Salami & Roasted Veggie —were a company response to customers’ changing tastes, Domino’s spokesman Chris Brandon said. The pies sell for $7.99 each, a price that will be in effect for at least two months, he said. The cost after the debut campaign ends has not yet been set.
“The more we learned about customers’ tastes, the more we learned they’re changing,” Brandon said. “They’re looking for high-quality ingredients.”
Domino’s re-launch of its core product in December 2009 positioned it to roll out the new line.
“The [Artisan Pizza] launch would have been difficult to do if we didn’t make this statement two years ago as a brand,” Brandon said.
Domino’s chief executive Patrick Doyle said the menu line is the first to fully showcase the quality of the brand’s ingredients and craftsmanship.
“Consumers really need to see and taste these pizzas to believe them,” Doyle said.
To emphasize that individual craftsmanship, store managers will sign customers’ pizza boxes.
“The campaign is a playful way to demonstrate that we can be gourmet,” Domino’s chief marketing officer, Russell Weiner, said. “This pizza needs no gimmicks — just consumers to simply try it.”
A national TV campaign begins this week featuring celebrity chef and former Top Chef contestant Fabio Viviani.
Watch the commercial; story continues below
Customers who order one of the new menu items online will receive a link where they can rate the pizza.
Ann Arbor, Mich.-based Domino’s has 9,436 units worldwide.