Domino's Pizza moves into fresh pasta

As part of a new menu direction Domino’s Pizza has launched a premium range of fresh, made to order pastas as well as new pizzas, a desert and drinks to complement its existing menu.

Domino’s Pizza General Manager Ryan Bohm said the new menu launch, which uses fresh, premium quality ingredients, has been more than a year in development and was a direct response to increased consumer demand for greater convenience, freshness, choice and value for money.

“We’ve invested in product development, customer research and sampling to ensure our new menu offers customers more variety of high quality products without compromising affordability,” says Bohm.

“Our new menu range uses fresh premium quality ingredients including whole grape tomatoes, fresh baby spinach leaves, chicken breast meat and al dente penne pasta.”

Domino’s have capitalised on the current trend of people dining out less and preferring the lower-cost options of take-away and delivery.

“We wanted to create a fresh, new premium quality menu range which appeals to customers of all lifestyles, tastes and budgets whilst still offering the regular favourites our customers have come to love.

“As more people move into the fast food market during this current economic climate we want to ensure we’re offering a variety of products which will not only excite our existing customer base but also bring in and hold onto new customers.

“We have specifically designed many of the new products to appeal strongly to women and people outside our core market.

“Domino’s recognises our customers want innovative fresh products. Every item on our menu is made fresh to order in-store with premium ingredients every time,” he says.

The new menu range features the brand’s first offering of pasta dishes with Chicken Carbonara, Vegie Primavera and Beef Neapolitana.

Also new are two Big Taste Range pizzas –Vege Grande and Chicken Capri and the already launched Choc Lava Cake desert.

“The Choc Lava Cake launched two weeks ago and already we’ve had so much positive feedback from customers. It has gone absolutely gangbusters.”

Mr Bohm said it was important that the brand continued to offer its existing menu whilst expanding its product range to offer customers a greater choice.

The company and its franchisees have 77 stores across New Zealand and employ more than 1,500 staff.

“During a time when the economy is contracting we are pleased to be expanding our menu and continuing to make a contribution to New Zealand’s labour market,” says Bohm.