Australian pizza company Domino’s has overhauled its most popular product, the Classic Crust, and introduced the first social media pizza created by a Facebook community.

Domino’s CEO and MD Don Meij said “Without a doubt this is the biggest product change in Domino’s history. Nothing is sacred in our business — there are always improvements to be made and our Classic Crust was no different, we knew we could make it better.

“Many people will think we are crazy for making a significant change to our most loved crust but we are confident pizza lovers will be amazed by the new product.”

The result of 18 months works is a crispier and fluffier European style pizza base.

“Constantly reinventing and pushing the boundaries in pizza innovation is a huge deal for us — it’s what keeps our customer interested. The new Classic Crust, still made fresh in-store, is made with baker’s flour and semolina which gives the product a crispy outside with a fluffier inside.”

Meij said during research and testing of the new Classic Crust recipe customer appeal and intent to purchase more than doubled.

“During the consumer tasting phase of our development we achieved some of the best figures ever for a new product. The new Classic Crust was a clear winner and we can’t wait to see what our customers think of it,” Meij said [see video below].

The Fan Favourite

The pizza business has also introduced Fan Favourite, a pizza created with the help of more than 500,000 Facebook fans who picked their favourite toppings. The result? Tomato sauce, pepperoni, seasoned chicken, rasher bacon, cherry tomato, red onion, oregano and mozzarella cheese.

• Earlier this year Domino’s gave its Facebook page a boost with a sweet giveaway
• Healthier menu choices kickstarted the year for Domino’s