Domino’s Pizza says ‘cardboard crust’ days are over, but not for Canada


Ann Arbor, Michigan-based Domino’s Pizza sent out a press release this week – timed coincidentally for Superbowl Sunday – claiming that an “independent, blind taste test of nearly 1,800 random pizza consumers” proves their new recipe is better than those of their main competitors: Papa John’s and Pizza Hut.

That’s good news for American pizza lovers, but don’t expect to be able to find the new, improved menu items in Canadian Domino’s restaurants this Superbowl weekend.

“The new pizza is in the US only right now,” said a spokesman Friday. “Not sure of any other plans […] I don’t have any info on what’s happening in Canada.”

Dominos faced a torrent of criticism when USA Today published the results of a national pizza taste survey that ranked Domino’s behind every other pizza restaurant but Chuck E. Cheese.

That pushed the company to recently launch a campaign called “Oh Yes We Did,” in which executives admitted focus groups had lambasted their product as being “like cardboard,” “worst excuse for pizza I’ve ever had” and “totally devoid of flavour.”

“The cardboard complaint is the most common one we hear,” said Lozen in an ad for the campaign.

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