• April 23, 2009

Domino's Pizza is using an unusual platform to build awareness of its new BreadBowl Pasta entrees.

On May 2, 1,000 homes will host approximately 16,000 people at parties focused on sampling the pastas, which come in handmade bread bowls. The items are available by home delivery or pick-up.

House Party is organizing the events and selecting the hostesses/hosts, who are chosen from a pool of applicants.

Domino's chose to use the party/sampling channel based on "extraordinary" consumer ratings of the items during product testing, according to CMO Russell Weiner. "Consumers were amazed by the idea of the warm bread bowl and the pasta being baked simultaneously," he said.

The QSR will also market the line "aggressively" over the next several weeks via advertising on top-rated entertainment and sports programs, Web-based programs and other sampling opportunities around the country, Weiner reported.

The chain will also offer $1 off pasta orders for a limited time. The items, available in six varieties, start at $5.99. --Karlene Lukovitz