Industry News | December 29, 2009

Domino's Preps New Pizza, New Years Traffic

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New Year's Eve and New Year's Day rank among the top five busiest days for Domino's Pizza delivery in the U.S. This year, Domino's expects to sell approximately 19.1 million pizza slices in the U.S. alone (2.3 million pizzas). To prepare for the rush and make sure their "inspired new pizza" makes its way across the country, Domino's stores across the country are stocking up on ingredients and increasing staff to ensure the needs of every customer.

"These are dates we circle on our calendar as two of the top five busiest pizza days we prepare for every year," says Chris Brandon, Domino's Pizza spokesperson. "These holidays are all about partying, enjoying family gatherings, watching college football bowl games, and enjoying Domino's Pizza."

Domino's announced last week that it reinvented its pizza from the crust up. The chain is now launching its first ad campaign to promote the new pie. The commercials share the true story of how Domino's employees faced the critics, embraced the naysayers, listened to the focus groups, and used it all as motivation to create a new pizza.

In addition to its commercials, Domino's is using social media to promote the new pizza. Domino's launched a new Web section called “Oh Yes We Did,” which includes a documentary video showing consumers what prompted Domino's to make such a radical change. The site includes live feeds from Twitter and Facebook, sharing what consumers think of the new pizza. Domino's will be promoting that documentary with a special ad on the home page of YouTube.

"Our inspired new pizza was driven so heavily by listening to our customers through social media, having that component be a part of our online marketing campaign seemed like a no-brainer," Brandon says. "Our 'Oh Yes We Did' Web site not only shows consumers that we have indeed been hearing what they have to say, but it also shows them how we have done so."

Domino's new pizza is in all U.S. stores, which are open across the country on New Year's Day.