The Ann Arbor, Mich.-based pizza company is teaming with Northbrook, Ill.'s Kraft in rolling out the new product nationally this week for a limited time.
Pie in the sky, you say? You're right! The idea came from Domino's annual team member recipe contest called ... Pie in the Sky, during which members are invited to submit their most creative recipe ideas for new pizzas or side items.
Oreo Dessert Pizza was a finalist in the 2006 competition. "We loved the idea of the pizza so much that we put it in our consumer test marketing process for consideration for a future national roll-out," says a Domino's spokesperson. "Customers loved the pizza in our test markets."
The product is the first nationally available dessert pizza in Domino's 47-year history. Here's how it's made: A thin crust is layered with vanilla sauce and covered with Oreo cookie crumbles. Fresh from the oven, a sweet icing is drizzled on top. The pie costs $3.99 with any purchase.
The product will be supported with a national ad campaign that begins Monday with TV commercials on broadcast and cable in English and Spanish.
The dessert pizza is also being promoted at dominos.com.
Domino's and Kraft together will host a press event next week in New York, where it will also do some sampling.