Domino's 'reinvents' pizza

by Eric Schroeder
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ANN ARBOR, MICH. — Domino’s Pizza is changing its primary pizza recipe. Starting Dec. 27 the company plans to introduce a pizza that features a garlic seasoned crust, a sweeter sauce that features herbs and red pepper, and shredded cheese made with 100% mozzarella and flavored with provolone.

“The fact is, we love our pizza, but as times change, so do consumer tastes,” said Russell Weiner, Domino’s chief marketing officer. “We’ve created a pizza to reflect what consumers are looking for. We're not talking about a slightly-altered version of our previous pizza. It’s a completely new pizza reinvented from the crust up, and we are proud of it.”

The recipe change will coincide with the company’s 50th anniversary during 2010.

“2010 will be our 50th year in the business, and we are kicking it off with the most aggressive promotion in the history of our company,” said David A. Brandon, chairman and chief executive officer. “This is the biggest product introduction we’ve done since ... well, pizza.”

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