Domino’s goes upmarket with Gourmet range

Domino’s has launched a range of gourmet pizzas to appeal to wealthier customers.

/c/l/o/dominogourmet160.jpg

The range of three thin crust pizzas features sun dried tomatoes and 100% mozzarella and toppings such as Ventricina salami, pepperoni and Peruvian roquito peppers.

It also includes gourmet garlic bread.

The new range of pizzas is available from today (15 August) and will be delivered in a blue and white box carrying the Gourmet brand.

Simon Wallis, sales and marketing director at Domino’s Pizza, said: “Our new Domino’s Gourmet Range has been specially developed to appeal to a different type of pizza-eater who is looking for a lighter pizza and more distinctive flavours, which are akin to those you might find in a traditional pizzeria. We want to make dining in the new dining out with Domino’s Gourmet Range.”

Wallis told Marketing Week last year that the takeaway chain was looking to widen its appeal to socio-economic groups that might traditionally shun pizza delivery.

Wallis, who joined from Papa Johns last year, also said that his growth strategy focussed on three things: “broadening the church” of Domino’s custom, increasing the number of meal occasions associated with the brand and developing its digital strategy.

Meanwhile, Chicago Town is launching a promotion inviting customers to swap their usual high street takeaway pizza for a free Chicago Town Takeaway. Consumers can claim back the value of a takeaway when they buy a Chicago Town pizza in the supermarket.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here