Domino's Aims for Slice of Gourmet Market With New Artisan Pizza

Domino's (DPZ) will never be confused with a brick-oven pizzeria in Napoli, but the delivery giant hopes the launch Monday of its new Artisan Pizza "gourmet" line will make it appear a bit more upper-crust.

In striving for outside-the-box thinking among national pizza chains, Domino's officially served up its Spinach & Feta, Italian Sausage & Pepper Trio and Tuscan Salami and Roasted Veggie variations to an oven-to-doorstep-hungry nation. All three Artisan creations are available for $7.99 as the debut campaign kicks in with TV ads -- just in time to hook football fans who brave the walk from couch to porch each Sunday to answer the delivery kid's doorbell ring.

And just in case we're not buying the handcrafted Artisan vibe, each box is signed by the store manager. You know, so we can be sure exactly where it came from. "We have never launched anything that showcases our quality ingredients and craftsmanship quite like Artisan Pizza," Patrick Doyle, Domino's Pizza president and chief executive officer, said in a release.

Domino's has 9,436 delivery and carry-out stores in the United States and more than 70 international regions, racking up $6.2 billion in sales in 2010.

It is a leader, along with Yum!-backed Pizza Hut, in mass-market pizza. Now we'll see if Domino's can connect with its customers by making a supposedly higher-end pizza with a more personal touch.

Increase your money and finance knowledge from home

Timing Your Spending

How to pay less by changing when you purchase.

View Course »

Building Credit from Scratch

Start building

View Course »

Add a Comment

*0 / 3000 Character Maximum


Filter by:

There all the same a bunch of dough and other toppings thrown in it costs them about $1.00 to make a pie they sell for $9.99.

September 27 2011 at 2:49 PM Report abuse rate up rate down Reply

I hope it is better than thier regular pizza. I guess they improved thier regular pizza. I had some recently and thought it was lousy. It was doughy with too much cheese and little flavor. I might try this new pizza. The reality is the best pizza is from small mom and pop pizza shops. Chain pizza is all about selling volume at low prices. I was paying more for a great pizza 20 years ago than I pay at Domino's today. Cheap pizza does not make it a good pizza.

September 27 2011 at 12:30 PM Report abuse rate up rate down Reply


September 27 2011 at 12:27 PM Report abuse rate up rate down Reply

can the words gourmet and pizza really be in the same sentence?

September 27 2011 at 12:25 PM Report abuse rate up rate down Reply

i have tried all the chains of pizza stores. they simply do not measure up to my local pizza place. never have, never will.

September 27 2011 at 12:14 PM Report abuse rate up rate down Reply

domino's pizza is and always will be nasty. you're better off eating the cardboard box it comes in.

September 27 2011 at 11:38 AM Report abuse rate up rate down Reply

I don't consider Domino's, Pizza Hut, Caesars etc..real pizza. Too bad everyone couldn't experience real NY pizza in New York City. They say the water makes the difference and I agree.

September 27 2011 at 9:22 AM Report abuse rate up rate down Reply

mmmmmm...p i z z a!

September 27 2011 at 9:10 AM Report abuse rate up rate down Reply

Just because u put a basil leaf on a can of spam doesnt make it gourmet. This isnt even pizza let alone goumet anything. Maximum profit, minimum quality

September 27 2011 at 8:51 AM Report abuse rate up rate down Reply