Domino's introduces first 'upmarket' pizza

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.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More