Industry News | January 26, 2009

Domino's Debuts New Line in Time for Super Bowl

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Domino's Pizza is launching Domino's American Legends, a line of six flag-waving specialty pizzas featuring 40 percent more cheese than a regular pizza, cheesy crust,s and delicious combinations of premium toppings.

Inspired by the unique tastes found throughout the country, Domino's American Legends pizzas are available in six varieties at $12.99 for a large or $10.99 for a medium:

-- Honolulu Hawaiian -- Sliced ham, smoked bacon, juicy pineapple, and roasted red peppers with provolone and mozzarella cheeses on a cheesy parmesan crust. Customers can make this pizza "fiery" by adding Tabasco brand Pepper Sauce and jalapenos.

-- Cali Chicken Bacon Ranch -- Chicken breast, white sauce, smoked bacon, tomatoes, and parsley with provolone cheese and mozzarella cheeses on a cheesy provolone crust.

-- Pacific Veggie -- Roasted red peppers, spinach, onions, mushrooms, tomatoes and black olives, with feta, mozzarella, and provolone cheeses on a cheesy parmesan crust.

-- Memphis BBQ Chicken -- Chicken breast, barbeque sauce, onions, and parsley with provolone, mozzarella, and cheddar cheeses on a cheesy cheddar crust.

-- Buffalo Chicken -- Chicken breast, Buffalo hot sauce, onions and parsley with provolone and American chesses on a cheesy cheddar crust.

-- Philly Cheese Steak -- Steak, onions, green peppers and mushrooms with provolone and American cheeses on a cheesy provolone crust.

Super Bowl Sales Expected to Top 1.1 Million Pizzas

Meanwhile, Domino's 5,000 pizza stores across the country are gearing up for another busy day this Sunday, as Arizona and Pittsburgh square off in the biggest game of the season. Domino's expects to deliver more than 1.1 million pizzas on Super Bowl Sunday, a 44 percent increase over a typical Sunday.

"This is a day everyone at Domino's Pizza circles on the calendar," says Domino's USA pPresident, Patrick Doyle. "Super Bowl Sunday has become more than just an American 'activity' -- it's become a true holiday where Americans celebrate by eating a lot of pizza, and we like that!"

Domino's American Legends are available at all continental U.S. stores starting this week, and the company plans to launch a large-scale multimedia campaign beginning Feb. 9 from creative agency Crispin Porter + Bogusky, with promotional support from America's dairy farmers in cooperation with Dairy Management Inc.