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Why Domino’s Joined the Stuffed Crust Pizza Craze
Domino’s research revealed that it loses 13 million customers, primarily younger consumers, to competitors offering stuffed crust options.
Kieran Ryan
March 05, 2025
TODAY’S STORY
Stuffed crust pizza is on the menu.
Domino’s Pizza shares rose as much as 2.5% in pre-market trading on Monday after announcing it would begin selling stuffed crust pizza for the first time.
Customers can now order the chain’s first Parmesan Stuffed Crust Pizza as part of Domino’s $9.99 carryout deal.
Two key factors drove the decision to introduce stuffed crust.
First, rival Pizza Hut pioneered the concept over 30 years ago and saw immediate success, generating a record $300 million in sales during its first year. This proved both strong market demand and lasting popularity.
Second, despite being the world’s largest pizza chain with over 21,000 locations, Domino’s research revealed that it loses 13 million customers, primarily younger consumers, to competitors offering stuffed crust options.
Domino’s shares are up around 8% over the past year. The pizza game just got a whole lot cheesier.
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Kieran & Justin Ryan
