Domino's Stuffed Cheesy Bread Satisfies Consumer Demand

Promotion of new item will continue in 2012.

Published on: Jan 2, 2012

Sales of Domino's Pizza Stuffed Cheesy Bread, which contains as much cheese as a medium pizza, are exceeding the chain's initial expectations.

The success of Stuffed Cheesy Bread, which launched in late November, builds on a partnership between the dairy checkoff and the chain to help grow category sales.

Many consumers are purchasing Stuffed Cheesy Bread in addition to their pizza orders – and not replacing existing pizza sales. Domino's, the recognized world leader in pizza delivery, will continue promoting this item in 2012.

"This new offering represents another way we're keeping dairy top-of-mind with consumers through this successful partnership," said Paul Rovey, Arizona dairy producer and chair of Dairy Management Inc., which manages the national dairy checkoff. "Stuffed Cheesy Bread gives consumers more of what they want – flavorful cheese in an innovative way."

Stuffed Cheesy Bread, which will be a permanent menu item, is available in three flavors: Bacon & Jalapeno, Spinach & Feta and Cheese only. Each includes mozzarella and shredded cheddar.

Dairy producers' partnership with Domino's is critical to growing sales. Adding one more ounce of cheese per pizza would require an additional 2.5 billion pounds of milk each year. Over the past few years, dairy producers have invested an average of $12 million annually in the Domino's partnership. Domino's invests tens of millions of dollars annually to help grow pizza (and cheese) sales.