For the first time in its history, Domino’s Pizza is adding stuffed crust to its menu, a move aimed at attracting new customers and strengthening its position in the competitive pizza market.
Stuffed crust has been a staple at Pizza Hut since its debut in 1995, when the chain launched it with a now-famous ad featuring Donald Trump. Over the years, other major pizza brands—including Papa John’s and Little Caesars—have introduced their own versions. Despite this, Domino’s leadership resisted adding stuffed crust for decades, citing concerns over kitchen efficiency and operational speed.
“That never really felt on brand for us,” said Kate Trumbull, Domino’s Chief Marketing Officer.
However, market research revealed that Domino’s was losing millions of customers to competitors offering stuffed crust. Trumbull noted that 13 million Domino’s customers each year were turning to rival chains for the item, leading to a significant loss in potential revenue.
Domino’s spent three years perfecting its stuffed crust recipe and training staff. A key factor in overcoming previous concerns was the introduction of “DJ Dough Spinners”, a new piece of equipment that streamlines the crust-making process. This technology allows the company to maintain its focus on speed and efficiency while finally offering the popular menu item.
The Parmesan Stuffed Crust, made with mozzarella cheese, garlic seasoning, and a sprinkle of Parmesan, will be available starting Monday as part of the $9.99 carryout deal.
Domino’s sales growth has slowed, rising just 0.4% in the most recent quarter, falling short of analysts’ expectations. The company has cited economic pressures affecting lower-income customers as a key challenge.
Despite this, Domino’s remains the only major pizza chain to report sales growth, as Pizza Hut and Papa John’s both saw declines. Analysts believe that adding stuffed crust could help Domino’s maintain its momentum.
Stuffed crust has remained a popular option for nearly 30 years, with generations of customers—including the increasingly important Gen Z demographic—growing up with it.
“We’re not going to leave anything to chance after taking three years,” Trumbull said.
