• USA Today, Monday, August 18, 2008 10:45 AM

Domino's is announcing today that it will deliver a line of four, $4.99 oven-baked sub sandwiches -- including Philly Cheese Steak and Chicken Bacon Ranch -- whether or not consumers also order pizzas.

It will be a wake-up call for sub shops Subway and Quiznos, which find themselves competing with pizza chains. "We're looking at everything," says CEO Dave Brandon. "We have more non-traditional products in various stages of R&D."

Brandon says the move should boost Domino's lunch business and expects lots of calls from groups of office workers. Rivals are unimpressed. Pizza Hut delivers hot sandwiches regionally but is focused on growing its national pasta delivery sales, says marketing chief Brian Niccol. Tony Pace, marketing chief of the Subway Franchisee Advertising Fund Trust, says, "Domino's is watching our success and wondering how to get a piece of the action."

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