RISE - Menu Monitor

Menu Positioning |
Domino's menu features pizzas, sides and beverages. Pizzas are available in medium (12-inch) and large (14-inch) sizes.
Pizza crust options include Classic Hand-Tossed, Crunchy Thin-Crust and Ultimate Deep Dish. Popular pizzas include the
Deluxe Feast—spicy pepperoni, Italian sausage, green peppers, mushrooms, onions and cheese; Hawaiian Feast—pineapple,
ham and cheese; and Vegi Feast—green peppers, onions, mushrooms, black olives and cheese. Customers can choose
among 16 different toppings. Other menu items include Breadsticks, Cinna Stixs, Cheesy Bread, Buffalo Wings, Buffalo
Chicken Kickers and Amazin’ Green Salads, which include Garden Fresh and Grilled Caesar Chicken options. Domino's
international units offer menu options that cater to local tastes; in Japan, for example, customers can order squid. Dessert
options include Brownie Squares, packaged bite-sized brownies with a side of fudge dipping sauce. Menu prices range from
$7.99–$13.99 for pizzas and 99¢–$5.99 for sides and beverages. Checks average $11.
Promotion Plans |
Domino’s Pizza has launched an opportunity to win authentic Brooklyn prizes along with the introduction of its Brooklyn Style
Pizza. Customers who order a two liter of Coca-Cola with any pizza has a chance to enter to win a vintage New York taxi cab
complete with gift certificates for free pizza and Coca-Cola for a year. Each bottle of Coca-Cola has a sticker with a game code
on it. Customers can enter by visiting the company’s website. (Company Release 10/30/06)
Domino’s Pizza is offering free Brooklyn Style Pizzas to customers with the name “Brooklyn” or “Brooke Lynn.” The promotion
began on November 28 and will run through December 17. (Company Release 11/28/06)
Domino’s Pizza is offering any large pizza for $9.99 and a chance buy premium items available daily on Ebay.com for $9.99,
such as a new 2007 Saab 9-3 Aero Convertible, under it’s new “Anything Goes” deal. The promotion officially started on
January 1 and will end on February 5. (Company Release 1/2/07)
Domino’s Pizza is selling a big screen Plasma television for $9.99 as a part of its Anything Goes Deal. (Company Release
1/12/07)
Domino’s Pizza joined with Lotus Cars USA Inc. to offer a 2007 Lotus Elise sports car for $9.99 through the restaurant’s
“Anything Goes Deal.” (Company Release 1/31/07)
Domino’s Pizza launched the “Great Debate” promotion at Texas Motor Speedway in Forth Worth on April 13–15. The
promotion gives NASCAR fans the opportunity to choose their favorite pizza out of two of Domino’s most popular: the Philly
Cheese Steak Pizza and the Brooklyn Style Pizza. Participants will be able to taste both pizzas and vote for their favorite. The
promotion continues the weekend of April 21-22 at Phoenix International Raceway. The winning pizza will be the inspiration for
a unique paint scheme on the Domino’s Pizza Toyota during the Aaron’s 499 Dream Weekend at the Talladega
Superspeedway in Alabama. (Company Release 4/13/07)
Domino’s Pizza hosted its annual Fast Ball for Charity Competition April 16 to benefit the Feltonville Boys & Girls Club in
Philadelphia and the Harlem RBI in New York. Local media personalities and guest pitchers such as Philadelphia Police
Commissioner Sylvester M. Johnson competed on the mound for the charities. For each pitch clocked over 60 mph, $100 went
to the charities, earning up to a $5,000 donation from Domino’s. The event took place at the Holiday Inn Philadelphia Stadium.
(Company Release 4/16/07)
Domino’s is offering free movie downloads for a month when customers place an order online. Domino’s is also offering free
music downloads and a chance to enter a sweepstakes to win prizes. All of the promotions are offered in conjunction with
Domino’s current 555 Deal, in which three medium one-topping pizzas are offered for $5 each, through a partnership with
FreshTracksMusic.com and Vongo. The movie downloads are offered through Vongo.com, a broadband movie download
service. (Company Release 5/30/07)
Domino’s Pizza is promoting its 555 Deal by rewarding customers who have five letters in their first, middle and last names
with free 555 Deal meals. The first 100 people who provide proof of their name or their underage child’s name with the correct
number of letters will receive $20 in gift certificates to redeem for the 555 Deal or any other Domino’s item. The 555 Deal
consists of three medium one-topping pizzas for $5 each. (Company Release 6/28/07)
Domino’s has teamed up with Xbox for a XII Days of Xbox holiday promotion. Every day from December 1–12, customers
placing an order through dominos.com will receive a 48-hour trial of Xbox Live Gold, an online gaming and entertainment
service. In addition, during each day of the promotion Domino’s will give away 10 Xbox 360 gaming consoles. (Yahoo! Finance
11/29/07)
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