“The fact is, we love our pizza, but as times change, so do consumer tastes,” said Russell Weiner, Domino’s Chief Marketing Officer. “We’ve created a pizza to reflect what consumers are looking for. We’re not talking about a slightly-altered version of our previous pizza. It’s a completely new pizza reinvented from the crust up, and we are proud of it. To us, it’s as big as McDonald’s changing the Big Mac, or Burger King reinventing the Whopper. We spent the last 18 months reinventing the brand in anticipation of our 50th anniversary.”

2010 will be our 50th year in the business, and we are kicking it off with the most aggressive promotion in the history of our company,” said Domino’s Chairman and CEO David A. Brandon. “This is the biggest product introduction we’ve done since…well, pizza.”

The primary changes include:

– Crust: A garlic seasoned crust with parsley baked to a golden brown
– Sauce: Sweeter, bolder tomato sauce with a medley of herbs and a red
pepper kick
– Cheese: Shredded cheese made with 100% real mozzarella and flavored
with just a hint of provolone.

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