Domino's Debuts Stuffed Cheesy Bread

Domino's Pizza introduced Stuffed Cheesy Bread on Monday in three flavors: Cheese, Bacon & Jalapeno and Spinach & Feta.

The rollout, supported by national TV ads beginning next week, includes an offer of any two Stuffed Cheesy Breads or medium, two-topping pizzas for $5.99 each at all U.S. units.

The Ann Arbor, Mich.-based chain said an order of Stuffed Cheesy Bread contains the same amount of cheese as a medium pizza, and toppings occupy the center of the breadstick, as well as the outer layer of cheese.

"In continuing to respond to what consumers want from us, we had an opportunity to show the rest how cheesy bread is really done," said Domino's president and chief executive J. Patrick Doyle. "We continue to be committed to innovate, improve and grow our menu. Stuffed Cheesy Bread is simply our next step."

Domino's spokesman Chris Brandon said the new permanent menu item is replacing the cheese bread formerly offered on the chain's menu, at a comparable if slightly higher price point.

"We're trying to price this at a level where consumers will try it, which is a big reason why we're promoting it with our two medium, two-topping pizza deal," Brandon said.

Domino's introduction of the cheese-heavy item follows a spike in cheese prices, which closed at a three-month high of $2 per pound last Thursday. Brandon dismissed concerns about the commodity pressure that coincided with the launch of Stuffed Cheesy Bread.

"We can't control cheese prices, but we keep an eye on them like everything else," he said. "This is all about a new product that we're excited to launch and that the stores are excited to launch because it's reinventing what cheesy bread has been for us."

Like many other restaurant chains focusing menu development and marketing on side dishes, Domino's sought to carry its reformulation strategy through all price tiers of its menu to maximize its chances for growing sales, Brandon said.

"We're committed to looking at every part of our menu and figuring out how it all could be improved or grown," he said. "People are coming to expect that from us, whether it's a side item like this or a core item like our new pizza, or something in between like chicken."

Domino's operates or franchises 9,541 restaurants in the United States and 70 international markets.

Contact Mark Brandau at mark.brandau@penton.com.
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