DOMINO’S BOOSTS MEATY PIZZA VIA MASTERCARD, COUCH PROMO
Domino’s Pizza has beefed up its pizza line-up with a new flavor— Steak Fanatic Pizza— a host of promotions to match the product.
The Ann Arbor, MI-based company rolled out the Steak Fanatic Pizza last month to extend its pizza offerings to consumers. The pizza comes with cheese and Angus steak. Labeled by the company as the “perfect man fuel,” consumers can add more steak for an additional $2. A medium pizza sells for $9.99.
Consumers who use a MasterCard at any of the pizza chain’s 7,878 restaurants nationwide will be entered into a sweepstakes for a chance to win a seven-day trip to a dude ranch. Ten first-prize winners will win $500 MasterCard gift cards.
“This is a fun promotion for us,” said Trish Drueke, VP-brand marketing and research and development, Dominos Pizza. “We wanted to get together to promote our partnership with MasterCard and to promote our new pizza. The dude ranch promotion is a natural extension of talking to our customers in a very relevant way. We know our consumers love it.”
The contest runs through Oct. 16. Online materials and in-store signage support.
To further promote it’s pizza, Domino’s Pizza brought its slices and dude ranch to New York City’s Herald Square last week, handing out 1,600 samples of the Steak Fanatic Pizza. There, consumers had the chance to ride on a mechanical bull and rope an animated calf.
Over the next few months, Domino’s Pizza plans to take its Steak Fanatic Pizza Couch on the road for special appearances. The special couch features two Domino’s Heat Wave hot bags to keep pizzas warm, a mini refrigerator, a Coca-Cola beverage cooler, a remote control caddy and a bottle opener. To fill consumers’ entertainment needs, the couch also includes an Xbox with three controllers, an MP3 Player, a Nextel cell phone, a DVD player and two flat-screen TVs.
The couch will be auctioned off next year, and the proceeds will benefit a charity, Drueke said.
