Domino’s has introduced stuffed crust pizza to its permanent U.S. menu, marking a significant move to compete with rival Pizza Hut, which first launched the popular option nearly 30 years ago. The new pizza features mozzarella stuffed into the crust, topped with a sprinkle of garlic seasoning and Parmesan for added flavor.
While Domino’s had previously refrained from offering a stuffed crust option due to operational complexities, the company has now implemented a systemwide retraining program with franchisees. This includes the rollout of a custom dough spinner to support the new product, which is expected to boost operational efficiency.
Domino’s Faces Competitive Pressure
Domino’s decision to introduce stuffed crust comes as internal research revealed it was a major gap in their offerings compared to competitors. The chain’s recent sluggish same-store sales growth of just 0.4% in Q4 highlighted the need to adapt and appeal to evolving consumer preferences. While this growth was stronger than some of its immediate competitors, rival chains like Papa John’s are preparing for aggressive expansions in 2025, further intensifying the competitive landscape.
The addition of stuffed crust pizza could help Domino’s capture market share from rival brands. Domino’s noted that nearly 13 million of its customers annually purchase stuffed crust from competitors. In a survey conducted by the company, 48% of consumers—rising to 66% among Gen Z—expressed strong interest in stuffed crust, signaling a promising opportunity for Domino’s to attract new customers.
Domino’s Response to Consumer Demand
Kate Trumbull, Domino’s Executive Vice President and Chief Marketing Officer, emphasized that stuffed crust has long been a popular customer request. “One of the most common questions we’re asked is, ‘When will you launch stuffed crust?’” she said.
The brand has offered stuffed crust pizza in international markets since 2011. For the U.S. launch, Domino’s dedicated its research and development team to test eight variations of the product. This process included two large-scale consumer taste panels—one focused on the crust itself, and another on flavoring options. The final product, Parmesan Stuffed Crust, was selected based on consumer preferences.
With this new addition, Domino’s aims to solidify its position as the largest pizza chain in the U.S. by addressing customer demand and competing more directly with Pizza Hut’s long-standing stuffed crust offerings.
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