UK pizza delivery firm Domino’s Pizza is launching a double-decker pizza as part of a string of new products aimed at driving market growth and boosting sales.
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The launch of Double Decadence will be supported by the brand’s first celebrity-led television advertisement involving movie star Leslie Nielsen.
Double Decadence was first launched in 1997 in Japan, and has since been launched in a number of international markets including the US and Australia. The product consists of two thin and crispy dough bases sandwiched together with a layer of cheese and herb sauce, topped with tomato sauce, mozzarella cheese and a choice of toppings.
Domino’s has invested £5m (US$9.2m) in developing and marketing new products throughout 2004, aimed at further broadening consumer choice. In the last year the company has launched Indonesian Chicken Skewers, the Greek Pizza, Salmon Bites and, in June, ‘delight’ Mozzarella, containing one third less fat.
“It will be interesting to monitor sales of ‘delight’ mozzarella to see if people start to alter their eating habits. On average, a customer orders once every six and a half weeks and they want a treat because they’ve earned a night out of the kitchen. Whilst current demand for the reduced fat mozzarella may be less than regular mozzarella, what matters is that we hold open a door for as many customers as possible – now and in the future,” said Stephen Hemsley, chief executive of Domino’s Pizza UK & IRL, which owns the franchise to operate Domino’s Pizza outlets in the UK and Republic of Ireland.
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By GlobalDataFounded in 1960, Domino’s Pizza has a network of around 7,530 franchised and company-owned stores in the United States and more than 50 countries.
