Domino's launches Levi Roots-inspired pizza

Levi Roots: Domino's creates Reggae Reggae pizza
Levi Roots: Domino's creates Reggae Reggae pizza

Domino's is launching a Levi Roots-inspired pizza, as the brand attempts to halt a slowdown in growth after it was hit by the deterioration of its Republic of Ireland operations.

Domino's is rolling out its new Reggae Reggae pizza nationwide from April this year.

It's uses the Jamaican reggae musician's original Reggae Reggae sauce and is topped with roast chicken, tomatoes, green peppers, pineapple and 100% mozzarella cheese.

The pizza will be previewed for one week exclusively on Facebook, where fans will be asked if they would like to try a large-sized Reggae Reggae pizza for £9.99.

Further marketing support will include branded Reggae Reggae pizza boxes and a PR campaign. Domino's franchisees will also run localised marketing activity.

Simon Wallis, sales and marketing director at Domino's, said: "We receive lots of new product suggestions from customers and this pizza came about when of our franchisees decided to give the idea a try."

Customers can either order the pizza online, visit stores, or download their order from the free Domino’s app, which has proved a hit with its customers.

Roots came to the nation's attention on BBC's 'Dragons Den' in 2007, where he pitched his Reggae Reggae Sauce. His other brand links up include a branded tie-up with Vimto.

Domino's updated the City on its trading performance today (Wednesday) and revealed like-for-like sales in 608 stores had grown by 4.2% in the 13 weeks to 30 March 2011. This compares year-on-year to 10.5% growth in 553 stores.

The company blamed its slowdown in growth on "challenging comparatives" and its performance in the Republic of Ireland.

In the UK, which makes up 92.6% of sales, like-for-like sales are up 5.5%. Republic of Ireland sales are down 10.5%.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands