Domino’s Keeps Delivering for Farmers

Pizza and burgers account for about 45% of all cheese sold through the quick-serve restaurant sector.

This is why the dairy checkoff continues its sales-building strategy by working in partnership with global leaders Domino’s, Pizza Hut (internationally) and McDonald’s, companies which value cheese that is produced in America.

The partnership between Dairy Management Inc. (DMI) and Domino’s began in 2009 and stands as a shining example of how collaborations can drive pizza innovation by following a basic strategy – make cheese the star of the menu.

Our partnership with Domino’s connects farmers with the world’s largest pizza company with more than 21,300 stores in 90-plus international markets.

DMI supports Domino’s in areas such as product and consumer testing, helping to ensure that each new menu item is a success. Our combined efforts to make pizza more accessible and appealing, from simplifying the online ordering process to enhancing loyalty programs, are pivotal in increasing pizza consumption. Additionally, the checkoff’s strategic co-investment in promotional support guarantees that new offerings reach as many consumers as possible.

We have teamed up over the years to develop a variety of cheese-centric products that delight consumers and drive sales. From the success of school lunch-targeted Domino’s Smart Slice pizza to the recent relaunch of New York Style Pizza and the introduction of indulgent 5-Cheese Mac & Cheese, these innovations are not only delicious but are crafted with cheese as a critical piece of the puzzle.

Domino’s Parmesan Stuffed Crust is the latest result of how the checkoff supports Domino’s desire to further enhance the pizza experience for consumers. The crust is made with 100% real mozzarella stuffed in the chain’s premium buttery-flavored dough. It’s topped with real Parmesan and garlic seasoning that excites both pizza lovers and cheese aficionados alike.

This permanent menu addition, which launched in March, is noteworthy because it’s the first time the chain has offered stuffed crust in the U.S. Stuffed crust offerings deliver approximately 2.5 times more cheese than other pizza options.

Growing international business

One of the most significant aspects of our Domino’s collaboration is the growing international reach that it provides. While the domestic market remains essential, there are untapped opportunities abroad. In markets like Southeast Asia and the Middle East, Domino’s serves as a vehicle for introducing more pizza options that meet the needs of international consumers.

Pizza consumption is much lower than the U.S. in many international markets so increasing its frequency is a key goal, and innovation is critical to meeting the tastes and cultural needs of these regions.

In Japan and Taiwan, products like the one-kilogram pizza – which contains nearly two pounds of cheese – serve as powerful reminders of the appeal cheese has in the global food landscape. As pizza continues

to grow its popularity in these international markets, the partnership between DMI and Domino’s will help cement U.S. cheese as a sought-after, quality ingredient to success.

In an era where consumers demand innovation and quality, the checkoff’s partnership with Domino’s stands out as a model for success.

As Domino’s continues to innovate and expand its footprint here and around the world, the checkoff will remain focused on ensuring farmers benefit from every slice of pizza and more cheesy innovations that come from this partnership.

To learn more about your national dairy checkoff, visit www.dairycheckoff.org or to reach us directly, send an email.