Home topics news Marketing News Marketing Domino’s Pizza’s saucy brand makeover David Olsen May 17, 2010 Domino’s Pizza is is rolling out a change to it’s core pizza product offering, with 3,750 tonnes of tomato sauce and a new advertising campaign hitting consumers today. The Domino’s Pizza recipe has remained unchanged for almost 50 years says Domino’s CEO Don Meij “Our new tomato sauce has sweeter, bolder tomatoes with a medley of 40% more herbs and a little red pepper zing. You’ll see what all the hype is about as soon as you give it a try.” “We are an iconic brand. We innovate. We lead. In order to continue our success for another 50 years, Domino’s has ditched our 50 year old sauce and created one that tastes better than before, resulting in a major taste change to our core product, pizza,” Meij said. Meij said the reformulation was one of the biggest moves in the company’s 50-year history, and was inspired by its consumer critics. “Customer have spoken loud and clear, we have been listening to their feedback and the fact is, as times change, so do consumer tastes. We’ve created a new sauce to reflect what consumers are looking for. “Over the past 18 months we have been completely reinventing the Domino’s brand and our menu offerings. Around 80 per cent of the Domino’s menu is new since 2008, with the addition of our Big Taste Range, Pastas, Choc Lava Cakes, Oven Baked Sandwiches and most recently