Domino’s to Launch Detroit-Style Personal Pizza Nationwide

Domino’s Pizza is expanding its US menu with the launch of the Domino, a Detroit-style personal pizza designed to offer greater customization and convenience.

Set to launch nationwide on August 31, the new product is shaped like the company’s logo and divided into two slices. It is made with a buttery-flavored pan dough encrusted with Parmesan cheese and baked in a rectangular pan to create a crispy, Detroit-style crust.

The pizza features two layers of cheese and can be customized with the customer’s choice of sauce and up to three toppings. It is finished with Domino’s signature garlic seasoning.

According to the company, the product was developed to address demand for more individualized pizza occasions, particularly when customers ordering together have different topping preferences. Its format is also intended for occasions including lunch, late-night snacking and individual meals.

Joe Jordan, Chief Operating Officer and President of Domino’s US, stated: “The Domino fills a gap in our portfolio, […] When everyone wants something different, traditional pizza falls short. The Domino lets every person build the exact pizza they want.”

Domino’s said independent consumer testing ranked the new pizza among the most well-received products it has introduced, with the company positioning portability, convenience and customization as key features of the format.

The Domino will also be included in the company’s Mix and Match Deal, under which customers can select two or more eligible menu items, including a two-topping Domino, for USD6.99 each.