Prime Highlights:
Domino’s Pizza introduces its long-awaited Parmesan Stuffed Crust, marking the brand’s entry into the competitive stuffed crust market.
Domino’s spent three years perfecting the recipe, involving extensive market research and multiple iterations before landing on the final product.
Key Background:
After three decades of watching competitors dominate the stuffed crust market, Domino’s Pizza has launched its own version to attract customers willing to pay more for a premium pizza experience. This highly anticipated addition, the Parmesan Stuffed Crust, marks a pivotal moment for the brand, which has long been the only major pizza chain without this popular offering.
The development of the Parmesan Stuffed Crust took Domino’s three years of extensive market research, testing, and refinement. A survey revealed that 73% of customers mistakenly believed Domino’s already offered stuffed crust. This perception, coupled with the realization that nearly 13 million Domino’s customers annually purchase stuffed crust from rivals, underscored the necessity of the launch.
Domino’s approached this release strategically. The chain invested 12 weeks training 7,000 stores and franchisees, ensuring that each location could properly execute the new recipe. The dough is filled with mozzarella, topped with garlic seasoning, and sprinkled with Parmesan, offering a unique twist on the traditional stuffed crust.
While Domino’s initially dismissed the concept of stuffed crust as a gimmick, the changing competitive landscape, with competitors like Pizza Hut and Papa John’s incorporating similar offerings, prompted the brand to reassess. The company’s decision to introduce the new crust in 2025 comes after a challenging period following the pandemic, when it faced stiff competition from other pizza chains.
The launch of Parmesan Stuffed Crust is expected to reinvigorate sales and further solidify Domino’s position as the top U.S. pizza chain. The item is available as part of the company’s $9.99 carryout deal, signaling a calculated effort to both attract new customers and retain existing ones.
