Privately held Domino's, Inc. is the number two pizza chain in the world, trailing only the Pizza Hut division of YUM! Brands, Inc. The company operates a network of more than 7,300 company-owned and franchised stores in all 50 U.S. states and more than 50 other countries.
Domino's was built on simple concepts, offering just delivery or carry-out and an extremely limited menu: for more than 30 years, the company offered only two sizes of pizza with 11 topping choices In recent years the company has added salads, bread sticks, and other non-pizza items to its menu in an effort to stave off rivals.
Expanded Value Meal
Thinking about trying something new for 2013? Domino's Pizza, the recognized world leader in pizza delivery, is asking customers to think outside the pizza box, and in return is offering to face its fears in a TV campaign beginning today.
Domino’s is temporarily expanding the fan-favorite two medium, two-topping pizzas for $5.99 each value offer to include Penne Pastas in a dish, Stuffed Cheesy Breads, 8-piece chicken varieties, and Oven Baked Sandwiches, encouraging customers to try something they haven’t before – which isn't always an easy decision.
“Our customers have loved being able to enjoy their favorite two-topping pizzas for $5.99, and now they can try pastas, chicken, stuffed cheesy bread, and sandwiches for the same value,” says Russell Weiner, Domino’s Pizza chief marketing officer. “It can be scary to try something new, so we’re encouraging our customers to be a little bit more daring this new year, and in exchange we’ll face fears of our own.”