Domino's Says 'We're Not Artisans,' Launches Artisan Pizza Line

First, Domino's changed its sauce. Now it is changing its crust.

Last week, Grub Grade revealed that Domino's is launching a line of artisan thin crust pizzas available in Spinach and Feta, Sausage and Peppers and Salami and Roasted Veggies.

The pizza box reads:

We don't wear black berets, cook with wood-fired ovens or apprentice with the masters in Italy. Though we may not be artisans in the traditional sense, inside this box you'll find a handmade pizza crafted with the kind of passion and integrity that just might convince you we are. Which is why ever single Domino's Artisan Pizza we make comes signed by the person responsible for it. A signature that lets you know it's time to expect more from your local Domino's.

We're not aware of any artisan pizza makers that do wear black berets, nor is it particularly clear why someone's signature identifies a pizza as "artisan," but the somewhat-personal touch is appreciated.

On the crust itself, a Grub Grade reader says, "Don’t expect char or bubbling or anything like that, of course…it’s still Domino’s. However, it was light and chewy without being tough or a nuisance." Read the whole report here.

An inquiry to Domino's was not immediately returned.

Comments

[nannyslegs]

09:11 AM on 10/07/2011

adding the word artisan isn't going to make me more likely to order from them

[readytorumble48]

08:27 AM on 09/15/2011

THE CONCEPT ISNT BAD BUT THE CRUST IS, TASTES LIKE STALE MATZOH THAT GOT WET AND WAS REBAKED. nEEDS MORE CHEESE AND PROBABLY SOME PARMESAN AND PROVOLONE. . tHE CRUST COULD USE A SPRAY OF OLIVE OIL TO MAKE IT AUTHENTIC. dOMONOS RECENT NEW ITEMS ARE HIT AND MISS, THE NEW BONLESS CHICKEN IS ABYSSMALLY BAD, TASTES LIKE STALE CORNMEAL, SOME OF THE SABDWICHES ARENT BAD NEED MORE GUTS AND A BIGGER ROLL! tHE PASTAS ARE HIT OR MISS, THE CARBONERA IS GOOD, THE SAUSAGE MARINARE SUCKS ,NEED TO UISE THE ITALIAN SLICED SAUSAGE AND THE HOMESTYLE MARINARA SUACE AND LOSE THE BREAD BOWL AND ORDER IT IN A TIN! sOME OF THE NEW SPECIALTY PIZZAS THAT CAME OUT LAST YEAR ARENT BAD AND A REAL SURPRISE, THE NEW VEGGIE IS GOOS, AS IT THE HONOLULU HAWAIIAN, SO IS THE NEW PHILLY!
WHAT MAKES ME HESITANT TO ORDER OFTEN IS THE PRICE, THEYVE GOTTEN VERY EXPENSIVE , USED TO BE AN ECONOMICAL FAST OPTION AND THEYVE LOST SOME OF THAT! wITH THE NEW COMPUTER ANSWER AND ADDS YOU DONT GET TO TALK TO A PERSON FOR 3 OR 4 MINUTES, THAT BOTHERS ME I WANNA TALK TO A PERSON!. aLSO THIER DELIVERY CHARGE SLIGHTLY LESS HAN 2 BUCKS WHICH THEY SAY IN FINE PRINT DOES NOT GO TO DELIVERY PEOPLE? SO THIS IS ANOTHER PRICE INCREASE. fOR THE MONEY, THJIER PRODUCTS WHILE DECENT ARENT A GOOD VALUE AND ALL THAT COMPUTERIZED NONSENSE HAS SLOWED DOWN THIER DELIVERY!!

[minlshaw]

11:45 AM on 08/23/2011

Some of the comments make me wonder if Domino's used to steal people's bikes or something because it seems like some posters were just happy to use any article about Domino's to say something disparaging. I readily concede I'm neither a "foodie" in general nor a pizza aficionado in particular, but I've been more than satisfied by Domino's over the years. I like their subs, their boneless chicken and, yes, their pizza. A particular favorite of mine is the thin crust with white sauce, chicken and extra provolone.

Plus, the delivery drivers are always pleasant. Given the turnover rate for a job often held by teens and young adults, that's not always the case. It doesn't affect the taste of the food, of course, but it *is* part of the consumer experience. I can't speak for all Domino's, of course, but our local store seems to have been well run.

As for the Not-Artisan pizzas, I'd be happy to check them out except I can't eat most of those toppings! I have Crohn's disease so I avoid vegetables and spicy meats, both of which can be problematic for different reasons. This brings me to one last thing I can say for Domino's: as long as I'm conservative with my topping selections, their food doesn't upset my finicky system and believe me, that's as important to me as it is uncommon!

[Bruins97]

03:45 PM on 08/24/2011

Fast Food companies serve cheap unhealthy food that is causing massive health problems in America and claim to do otherwise....Domino's is no different ...great that the food works for you but just because they put feta and spinach on the pizza doesn't make the frozen dough with tons of artificial garbage in it "artisan" .... there is a difference between delivering great tasting, possibly and hopefully humane, hand crafted real food and the stuff that these people pump out to the masses using the latest catch phrase to sell the cheapest quality, inhumanely made, unhealthy food. It has nothing to do with bike stealing.....

[hobomama]

05:53 PM on 08/29/2011

They haven't stolen any bikes, as far as I know. But they do blow their nose and wipe their butts on the product. Check it out on youtube.

[Americatheteenager]

07:00 AM on 08/23/2011

It's a well known fact that Domono's is not artisan... They're more like cr@ptisan...

[BuckyJamesDio]

08:47 PM on 08/22/2011

Domino's sole redeeming feature is when ordered after a night out drinking and the best attribute in a food would be "absorbent".

[eyecon]

07:19 PM on 08/22/2011

Domino's style of cuisine=vomitarian.

Very decent pizza - certainly better than this goo - can be turned out at home. For your first experiment, I recommend creating a focaccia for a deep-crust pan pizza. No rolling required and it can be kneaded in a food processor. For better flavor, create a "sponge" by combining about half the flour with the liquid and half the yeast. Mix thoroughly. Cover and let it slow rise in the fridge overnight. Just let it come to room temp before adding the rest of the flour and yeast. Use high quality imported tomatoes for the sauce. Anything you make a home is going to be better than the best jarred sauce. For an interesting appetizer, substitute goat cheese for mozzarella.

[MiseryChick]

12:51 AM on 08/23/2011

Try making a tomatillo sauce instead of tomato, with some roasted red peppers and caramelized onions - this will work with the goat cheese substitute too. That's the great thing about pizza, you can do anything you want with it! And I agree that Domino's is disgusting, even if they do offer an "autographed" box with your pizza now.

[HellBank]

05:07 PM on 08/22/2011

One day I'm gunna write a book about all the nasty things pizza delivery people do your food when you don't tip. It made my senior year in high school very amusing.

[IrieMoon]

09:12 AM on 08/23/2011

So how do you know if I'm going to tip or not before you even deliver the pizza?

Just curious.

[HellBank]

09:27 AM on 08/23/2011

Drivers remember who tips and who doesn't. Pizzas for delivery are arranged in first ordered first out; but unless watched, drivers will sneak know good tippers out ahead of the others. TIPS = To Insure Prompt Service applies. Start tipping the driver $3+ and pretty soon you'll be getting your pizza in 15-20 minutes.

[Paul Ransom]

04:38 PM on 08/22/2011

Well, as usual, if you come from an area of the country where great pizza is available these are not going to taste that good. End of story. If you come from an area where that isn't known much for great pizza then you might find them decent to good. A New Yorker will probably find them barely edible. If you are from Montana you might find them quite good.

[French Toast]

03:39 PM on 08/22/2011

Dominoes is awful pizza. Never eat there.

[Bloofer Lady]

02:36 PM on 08/22/2011

Who is going to actually believe this campaign?

[Karl Wilder]

02:24 PM on 08/22/2011

It's Dominoes. If you expect the worst and it is not the absolute worst then it might be edible at best.