Domino's introduces first 'upmarket' pizza

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Domino's is bringing one of its most successful pizzas in the US to the UK as part of the chain's attempts to develop a premium-quality range of products.

The Cheese Steak Melt Pizza is based on the US Philly Cheese Steak Pizza, which launched in 2003.

The product, which will be placed on the menu in Domino's 360 UK outlets this week, uses high-quality steak and fresh dough to provide a more upmarket option to the plethora of independent outlets offering cheap deals.

'Domino's' competitors are at the value end of the market with permanent buy one get one free offers. The objective for Domino's is to differentiate ourselves on quality,' said Robin Auld, brand controller at Domino's.

The launch will be backed by a multimillion-pound TV campaign, part of a 20% increase in Domino's marketing budget for 2005, to £8.5m. The ad has been adapted from an execution developed by JWT in the US.

Domino's is to open 50 further UK outlets this year following growth in the home-delivery market, which has risen in value by 62% to £1.2bn in the past five years. Pizza accounts for 43% of the sector, according to Domino's.

Last month Pizza Hut launched the 4ForAll - one of its flagship US pizzas - in the UK to boost menu flexibility in a bid to bolster sales.

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