Dominos Pizza make Supreme king once again

Dominos Pizza Enterprises ' focus on reinventing its 50 year old Supreme recipe is already paying off two weeks into the relaunch, with the Supreme pizza now overtaking the Meatosaurus as the pizza franchise groups' number one selling pizza.

Domino’s CEO Don Meij said he wasn’t surprised with the results considering the new recipe performed exceptionally well in research.

“Our Supreme pizza had been neglected for a long time and we needed to do something new and exciting to it, but we had to get it right,” Meij said.

“Research showed us that 45% of people would buy the old recipe, not a great statistic! So we tried and tested new Supreme recipes until we developed one everyone loved.

“We were thrilled with the end results - a tastier Supreme pizza with real rasher bacon, 100% Aussie ground beef and now new zestier tomato sauce. What’s more important is 82% of people would buy the new Supreme, a statistic we got excited about," added Meij.

Domino’s has also used its presence on social media to seek people’s feedback on the new Supreme recipe. A Facebook poll recently run found that 43% of the almost 1,400 people who voted thought the best change to the Supreme recipe was the new rasher bacon.

“We have more than 30,000 fans on Facebook and 3,000 followers on Twitter and it’s a great way for us to connect with our customers and seek their feedback and opinions about what
we are doing,” Meij said.

“Our Supreme poll on Facebook this week captured almost 1,400 people, a great result in such a short time! We now include a social media element in every campaign to help drive customer loyalty and share information directly with people who are Domino’s fans," added Meij.

Domino’s Pizza Enterprises Ltd and its pizza franchisees have 522 stores across Australia and New Zealand, employing more than 14,000 part-time and full-time staff and making more
than 60 million pizzas each year. Domino’s Pizza is Australia’s first publicly-listed pizza franchise group, making its debut on the Australian Stock Exchange in May 2005.