Domino’s Pizza Inc. (NASDAQ: DPZ) is introducing a new individual pizza format in the US, with The Domino, a Detroit-style pizza, set to launch nationwide on August 31.
The new product is designed for one person and takes its name and shape from Domino’s recognisable logo. The company said the launch is intended to address demand for more individualised pizza orders, particularly when customers in the same group prefer different toppings.
The Domino will be made using pan dough with real Parmesan cheese and baked in a rectangular pan. It will feature a Detroit-style crust, two layers of cheese, a customer-selected sauce and up to three toppings. Domino’s garlic seasoning will be added after baking.
Individual format targets changing eating occasions
The product expands Domino’s menu beyond its traditional shared-pizza format. The company is positioning the new offering for individual meals, including lunch, takeaway and late-night consumption.
Joe Jordan, chief operating officer and president of Domino’s US and incoming CEO, said the product addresses a gap in the company’s existing menu.
“When everyone wants something different, traditional pizza falls short,” Jordan said. “The Domino lets every person build the exact pizza they want.”
The company said independent consumer testing found strong responses to the product, although it did not disclose specific testing methodology or scores.
The individual format could also allow customers ordering together to choose different combinations without purchasing separate full-size pizzas. Each Domino can include up to three toppings, along with a choice of sauce.
Part of Domino’s menu strategy
The Domino will be available through Domino’s Mix & Match Deal, although the company did not disclose pricing in its announcement.
The launch comes as restaurant companies continue to develop menu formats around individual portions and customisation. For large pizza chains, such products can provide alternatives to traditional pizzas designed primarily for group consumption.
Domino’s has also linked the new product to its brand identity through its shape. The pizza will be formed to resemble the company’s logo and served as two substantial slices.
The company has not indicated whether the product will be introduced in markets outside the US. For now, the August 31 launch is limited to the US nationwide menu.
The introduction marks one of Domino’s more distinctive menu changes in recent years, combining a Detroit-style preparation with an individual serving format and logo-inspired design.
