Domino's asks customers to 'Taste the Colour' in massive menu launch
The brand announced its biggest menu launch since 2008, set to hit stores from Monday 19 September.
The new menu offers improvements to popular pizzas as well as introducing new pizzas, sides, ingredients and decadent desserts, encouraging customers to ‘Taste the Colour’.
Domino’s Group CEO and Managing Director Don Meij said the menu launch was putting food innovation at the heart of the business and the Company was looking to add new team members to keep up with demand.
“While we have been making a lot of significant digital announcements recently, we are a pizza company at heart and the number one reason our customers keep coming back to us time and time again is because of our food which is why we are so proud to be launching our ‘Taste the Colour’ menu,” said Meij.
“For the past few years, fast food companies have been homogenising, plasticising and to some extent, dehumanising food, where it’s just something that is mass manufactured and what we consider to be ‘grey’ food."
“To really take our pizza flavours to the next level, we have improved our core range of pizzas including our BBQ Meatlovers and our Supreme, with the addition of more premium top quality toppings and ingredients including maple cured rasher bacon and cherry wood smoked leg ham as well as introduced tasty new pizzas, succulent new sides and delicious new desserts.”
To gear up for its biggest launch, the Company was also hiring new team members and training them to keep up with customer demand.
“We are appointing new team members to join us as we embark on this new menu launch,” Meij said.
Domino’s Development Chef Stefaan Codron explained that this latest launch has been months in the making and something he is extremely passionate about.
“Our Product Development Team has been working tirelessly on ‘Taste the Colour’ for months now and we cannot wait to share our fantastic new products with pizza lovers across Australia and New Zealand,” said Codron.
“We have introduced three new pizzas including a Lamb Tzatziki Pizza, BBQ Lamb and Bacon Pizza and a Creamy Chicken Carbonara Pizza as well as new side dishes including Korean Spiced Sticky Wings and Mac’n’Cheese Croquettes and three decadent new desserts with a Cookie Brownie, a Caramel Fudge Pie and a Triple Choc.
“With the introduction of premium new ingredients like slow cooked lamb, fresh mixed capsicum, parmesan cheese and fresh spring onion, as well as brand new items, we really are celebrating the colour of our food in our top quality ingredients. Our customers will be able to taste the colour and taste our improved quality ingredients from the new menu.”
‘Taste the Colour’ is Domino’s biggest menu change in seven years and will be rolled out to Australia and New Zealand in three phases, with phase two set to launch just before Christmas and phase three to launch in early 2017.
Once the roll out is completed in Australia and New Zealand, the Brisbane-based Company will look to roll out ‘Taste the Colour’ to the rest of its seven markets – Belgium, France, the Netherlands, Japan and Germany.
The company also aims to deliver a menu that is better for customers and completely free from artificial preservatives, colours and flavours. Domino's is set to make this announcement within the next six months, with over 85% of products the Company sells already free from artificial preservatives, colours and flavours.
“We know that our customers expect quality products when they order from Domino’s, hence why we are on this journey to enhance the flavours and improve the quality of the products on our menu,” said Meij.
