Domino’s Pizza Introduces Stuffed Crust to Win Back Millions of Lost Customers
After years of hesitation, Domino’s Pizza is finally adding stuffed crust to its menu in the United States, aiming to reclaim millions of customers who have turned to competitors for the popular offering.
The parmesan cheese stuffed crust, priced at $9.99 with one topping, will be available starting Monday. The move comes as research revealed that 13 million customers, particularly younger ones, opted for rival chains like Pizza Hut and Papa John’s due to the absence of stuffed crust at Domino’s.
Stuffed crust has been a game-changer in the pizza industry since Pizza Hut introduced it in 1995, generating $300 million in sales in its first year. However, Domino’s leadership at the time dismissed it as a passing trend and avoided adding it due to concerns about kitchen efficiency and longer prep times.
Now, thanks to advancements in kitchen equipment, including new “DJ Dough Spinners” that speed up the preparation process, the company is finally ready to offer its own take on the fan-favorite crust. The rollout has required 12 weeks of training across 7,000 US locations, making it one of the longest product development efforts in Domino’s history, according to Kate Trumbull, the company’s Chief Marketing Officer.
The decision to introduce stuffed crust comes as Domino’s faces increased competition and shifting consumer spending habits. In the last quarter, the chain reported just 0.4% growth in sales, falling short of analyst expectations. Although it remained the only major pizza chain to post same-store sales growth, economic pressures have made affordability a key factor for customers.
While Domino’s CEO Russell Weiner anticipates continued financial pressures in 2025, analysts at TD Cowen predict that stuffed crust could provide a significant boost to sales, helping Domino’s stay competitive in an evolving market.
