- Domino’s is betting its new single-serve pizza can stand up to the challenge of its QSR competitors to the tune of $1 million.
- The new pizza is a rectangular Detroit-style deep-dish pizza – meant to evoke the chain’s logo. Offering two square slices, the pizza is intended to be a single-serve option for those who don’t want or need a whole pie.
- In a new promotion, Domino’s is encouraging customers to compare the new pizza to competitors’ offerings (including Big Macs, Whoppers, Crunchwrap Supremes, Chick-fil-A Sandwiches and Chipotle Burritos). Customers who purchase one of those products and upload their receipts at IsTheDominoWorthy.com will have a chance to get an offer code to try Domino’s for free.
Through the “Is the Domino Worthy” promotion, the QSR chain is making the case that the new single-serve offering is designed for the modern world and can compete on convenience and value. A video for the promotion shows competitors’ products with the line, “You know these,” before introducing the Domino and asking, “But what about this one?” The video then lays out the terms of the promotion of buying a competitor’s product, uploading the receipt and possibly getting a code for a free trial.
“Our research showed that customers value individual choice without compromise,” said Kate Trumbull, executive vice president and global chief marketing officer at Domino’s. “We love traditional pizza, but we know that sometimes customers don’t want to share or negotiate their pizza toppings.”
“Consumers’ eating habits have changed,” Trumbull said. “People are eating on-the-go or in more individual situations, like in cars or while gaming…The Domino fills a gap, expanding consumer options from a group-only pizza solution into a flexible, individual and group meal across multiple occasions.”
That idea is expressed through an advertising campaign, themed “Pizza Can’t. The Domino Can.” The campaign depicts several scenarios where a traditional multi-serve pizza is not the right option, but the Domino fits in perfectly.
“The work shows that traditional pizza isn’t great on a road trip, or when perched on the side of a cliff, or when you don’t want to compromise on getting exactly what you want all in an effort to highlight that when pizza can’t, the Domino can,” Trumbull said.
In one spot, for instance, a family turns on its patriarch after discovering he ordered pineapple as a full pizza topping. Another spot depicts a man awkwardly trying to maneuver a full-sized pizza while rock climbing, while another climber eats her much smaller Domino with ease.
A hero spot that shows several of these scenarios will run during the 2026 international season opener on Netflix on September 10 and during the Emmys on September 14. The shorter spots will run online, over connected TV, and on digital and social. The brand will also have high-impact out-of-home placements in New York City and elsewhere.
In addition to the “Is the Domino Worthy” promotion and traditional advertising campaign, the chain will also have special-edition tote bags that will appear on the streets of New York City during fashion week, “because traditional pizza could never be carried in a tote, [but] the Domino can.”
