One pizza brand believes there’s life beyond the circle.
Domino’s announced Tuesday that it will debut Detroit-style rectangular personal pizzas it’s calling the “Domino,” a Detroit-style pie cut into two pieces that resemble the company’s logo.
The new shape is part of a flurry of big changes that Domino’s has introduced over the past year.
“The Domino fills a gap in our portfolio,” COO Joe Jordan said. “When everyone wants something different, traditional pizza falls short.”
Customers can buy the Domino as part of the company’s Mix and Match Deal, which lets them choose two items from a value menu for $6.99 each.
Domino’s new pizza shape is the latest innovation the world’s largest pizza chain has rolled out over the past year.
Earlier this year, the company launched an overhauled app and website meant to present a bolder and more modern brand.
To incentivize customers, Domino’s is offering a $5-off coupon for anyone who orders pizza through the app or website through August 30.
And, in October, the company rebranded itself for the first time in 15 years, redesigning everything from employee uniforms and its logo to the font it uses for marketing materials and new gold-and-black boxes for speciality pizzas.
The numerous changes the company has made are critical in the context of the pizza industry.
Domino’s competitors Pizza Hut and Papa John’s saw negative sales growth in the second quarter of 2026. Pizza Hut’s parent company, Yum Brands, agreed in June to sell the iconic brand to private equity firm LongRange Capital.
Sale rumors swirled around Papa John’s earlier this year, but in August, CEO Todd Penegor said the company did not want to sell. That being said, the road ahead won’t be easy. Papa John’s announced earlier this year that it’s closing 300 stores by the end of 2027.
Meanwhile, Domino’s efforts to keep its brand current seem to be working.
The company’s year-on-year U.S. sales rose 5.1 percent from April to June and 2.8 percent from January to March.
CEO Russell Weiner told industry publication Restaurant Dive that part of the company’s success stems from its knack for offering promotions that appeal to consumers looking for cost-saving food options.
“What you’re starting to see this year is competition – pizza and non-pizza – realizing they need to do the same thing,” Weiner told the publication. “At the end of the day, what that allows us to do is not only to continue to put pressure on our competition and to continue to grow share, but also, this value environment is not going to change…for the rest of this year.”
