First, there was pizza – round dough, with cheese, sauce, and toppings.

Then, competition arrived, and the simple pizza pie simply wasn’t enough.

Delivery companies began a string of innovations. Hand-tossed, thin-crust, “Chicago-style,” stuffed crust and “Meat Lovers” were among the pies du jour. Then one chain rolled out cheesy sticks. Another offered various desserts. Then, a line of pasta – in plain tin pans, or in bread bowls.

Most recently, the New Product Development team at Domino’s posed a remarkable innovation: It created what it called a “better” pizza. Aggressive marketing hyped its culinary research into its new taste, and the company rolled out its new pie – seemingly same as the old pie, only tastier. Continue reading “Building a better Pizza: How much can Innovation sell Pizza?” »