Domino’s Pizza Enjoys Success with New Philly Cheese Steak Pizza

The new Philly Cheese Steak pizza from Domino’s has captured the imagination of consumers nationwide, and the limited-time offer for the product is being extended in select markets well into next year, company officials say.  Domino’s sold more of the specialty pizza in the first two weeks of the promotion, which began Sept. 1, than it expected to sell during its entire 12-week national run.

Launch of the pizza was boosted by the $1-per-head beef checkoff, with the Beef Check logo appearing on all print materials and in the television commercials.  The checkoff is administered by the Cattlemen’s Beef Board, and funding from the Board and state beef councils was utilized by the National Cattlemen’s Beef Association to coordinate the effort.

Tim McIntyre, Domino’s vice president of corporate communications, was quoted in Nation’s Restaurant News as saying the consumer response to the new pizza has been “remarkable.”  According to McIntyre, the promotion, scheduled to end this month, will now go well into next year “while we then consider what to do with it over the long term.”

The Philly Cheese Steak pizza is topped with premium quality steak, green peppers, mushrooms, onions, provolone and American cheese.  Domino’s, which is the nation’s second-largest pizza chain, is promoting the medium-size pie for $9.99, with any second medium pizza for $5 more.

The unique promotion of a steak pizza also offers additional promotional opportunities for state beef councils to work with local Domino’s franchises around the country.  A recognized leader in pizza delivery, Domino’s is the first national pizza company to receive the beef checkoff endorsement.

This is also the first new pizza Domino’s has introduced since January 2000.  “We think our joint promotion with the U.S. beef industry will help convince beef lovers everywhere that this is a quality product they’ve got to try,” says Ken Calwell, executive vice president, Build the Brand, Domino’s Pizza.

Founded in 1960, Domino’s Pizza operates a network of 7,332 Company-owned and franchised stores in the United States and more than 50 countries, and is the recognized world leader in pizza delivery.  Domino’s Pizza, named a Megabrand by Advertising Age, had systemwide sales of nearly $4 billion in 2002.  More information on the Company, in English and Spanish, can be found on the web at www.dominos.com.