The fast-food giant’s new menu is slated for public launch this weekend but a leaked copy, obtained by Fairfax Media, shows seven new pizzas, most with an increased price tag.
The new menu is an attempt by the company to reposition its brand, shrugging off its reputation as a maker of low-priced pizzas.
In a document sent to franchisees the company said the new menu would help emphasise quality and freshness over price.
The new menu is an attempt by the company to reposition its brand, shrugging off its reputation as a maker of low-priced pizzas.
In a document sent to franchisees the company said the new menu would help emphasise quality and freshness over price.
Under the revamp the “Chef’s Best” range, which typically includes pizzas that sell for $12.95, will be removed. Instead, there will be a new “Premium Range” selection included, which includes six new pizzas selling at a recommended price of $15.90 each.
Domino’s pizza prices differ depending on the store. The premium pizzas will however become amongst the most expensive pizzas on the menu.
Domino’s said in a statement the premium range would be larger and have “noticeably more toppings than the Chef’s Best range”.
“Our ongoing focus is to satisfy more customers, and ensure our franchises are profitable and sustainable,” the company said.
Source: Domino’s pizzas to get smaller, more expensive in bid to shake-up its image
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