Domino’s Pizza (NYSE: DPZ) is encouraging customers to venture beyond their usual orders, unveiling three new, chef-recommended pizza combinations. The company has branded these as Domino’s ‘secret’ pizzas, which are now available as part of a revived nationwide promotional deal. The move aims to highlight the vast customization options available while capitalizing on the success of a popular limited-time offer.
The three unique pizza recipes, curated by Domino’s in-house chefs, are not official menu items but are being promoted to inspire customers. This development is coupled with the return of the chain’s “Best Deal Ever,” allowing customers to purchase any pizza with any combination of toppings and crusts for $9.99 when ordering online.
The Return of a Valued Promotion
The promotion, which originally ran in February, was brought back due to positive customer feedback, according to company officials. It allows patrons to experiment with premium crusts like Handmade Pan or toppings that typically carry an extra charge without affecting the final price.
“We heard how much they loved experimenting with different crusts, sauces and toppings they don’t normally order,” said Kate Trumbull, Domino’s Executive Vice President and Chief Marketing Officer, in a statement released Monday. “With more than 34 million ways to make a single Domino’s pizza, the possibilities for creating customized, mouthwatering pizzas are almost endless.”
The promotion is available from July 7 through August 3, 2025, for all online orders placed via the Domino’s website or its mobile application. The strategy appears to be a direct response to consumer price sensitivity and a desire for greater value in the competitive fast-food sector.
Deconstructing the ‘Secret’ Menu
The term Domino’s ‘secret’ pizzas refers to specific ingredient combinations conceptualized by the company’s culinary team. Unlike traditional secret menus that rely on word-of-mouth, Domino’s is actively publicizing these recipes to guide customer choice. Customers must build these pizzas themselves through the online ordering platform.
The three chef-approved creations are:
- Rachel’s Sweet Buffalo: This pizza starts with a New York Style crust and is topped with tomato sauce, pepperoni, bacon, pineapple, and a drizzle of hot Buffalo sauce. It combines sweet, savory, and spicy flavor profiles.
- Spencer’s Garlic Parm Bananza: Built on a Handmade Pan crust, this option features a garlic Parmesan sauce base, sausage, banana peppers, and a blend of Parmesan and Asiago cheeses.
- Hannah’s Alfredo Veggie Melt: For a vegetarian choice, this pizza uses a Crunchy Thin crust with Alfredo sauce. It is topped with spinach, feta cheese, green peppers, onions, mushrooms, and a Parmesan-Asiago cheese blend.
A Strategy for Customer Engagement and Market Competition
Food industry analysts note that promoting “secret” or “hacked” menu items is a popular marketing tactic used to create buzz and encourage customer interaction. By formalizing these specific recipes, Domino’s can steer the narrative and ensure a consistent product experience, unlike unofficial menu hacks that can vary widely by location.
This move also serves to directly compete with other major pizza chains and fast-casual restaurants that emphasize customization. While Domino’s has long offered a wide array of toppings, this campaign actively schools the consumer on how to combine them in novel ways.
It’s a clever way to re-engage customers without the significant cost of developing entirely new, permanent menu items,” said Sarah Baker, a food service industry analyst. “It leverages their existing inventory to create something that feels new and exclusive. Tying it to a value-oriented deal like the $9.99 offer is crucial for driving trial.
The promotion comes as restaurants nationwide grapple with shifting consumer habits, including a greater reliance on digital ordering and delivery. By making the deal an online exclusive, Domino’s continues to drive traffic to its digital platforms, which the company states accounted for more than 85% of U.S. retail sales in 2024.
While the Domino’s ‘secret’ pizzas are the centerpiece of the current campaign, the $9.99 deal applies to any custom pizza creation. The company hopes this will encourage a broader sense of culinary exploration among its customer base. The long-term success of the strategy will depend on whether these new combinations resonate with the public and translate into sustained sales beyond the promotional period.
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