Developing innovative new products is key to driving growth of cheese sales in the pizza category. That’s why dairy producers, through their checkoff investment, partnered with Domino’s Pizza® — the nation’s No. 2 pizza chain — to introduce the new Cheesy Garlic Bread Pizza. The pizza offers a garlic bread flavor with layers of cheese, including Provolone and Cheddar, on a buttery hand-tossed crust. The Cheesy Garlic Bread Pizza is available for a limited time at more than 6,000 Domino’s restaurants nationwide through March 18.
Dairy Management Inc.™ (DMI), which manages the national dairy checkoff, worked with the chain on the development of the new pizza, including supporting the in-market test during the summer of 2006. Domino’s marketed the launch through national print and broadcast advertising, in-store promotions and online efforts.
“The dairy checkoff works with food industry partners like Domino’s to extend our checkoff promotions and bring additional resources and expertise to marketing efforts that increase sales of U.S.-produced cheese and other dairy products,” said Paul Rovey, Arizona dairy producer and DMI chairman.
Checkoff-funded partnerships with pizza chains extend beyond Domino’s. Pizza Hut®, American’s No. 1 pizza chain, reintroduced its “Cheesy Bites Pizza” for a 2007 promotion that kicked off on Super Bowl Sunday. Last year, DMI worked with the chain to develop the product. Producer-funded efforts provided roughly $50,000 worth of culinary and other marketing assistance to help develop the pizza, while Pizza Hut invested nearly $50 million in the marketing campaign to support the original launch at its 6,600 restaurants across the nation.
For more information about checkoff-funded foodservice efforts, visit www.dairycheckoff.com.