Domino's Pizza Inc. has announced the expansion of its nationwide dessert menu with the introduction of S'mores Lava Cakes. The new product aims to build on the established market presence of the brand's chocolate dessert portfolio while leveraging its digital loyalty scheme to drive early customer engagement.
The product will be rolled out across US locations, with the launch structured around a tiered release schedule to incentivise loyalty programme participation.
Product and Pricing
The S'mores Lava Cakes are prepared using a specific operational method designed to fit within the brand's existing high-temperature conveyor oven workflows. Each order contains three oven-baked cakes featuring a combination of textures and flavours:
🏕️ S'mores: Oven-baked graham cracker cakes with a chocolatey chip and marshmallow-flavoured filling, finished with a dusting of powdered sugar.
🍫 Classic Chocolate: Oven-baked chocolate cakes filled with molten chocolate fudge and topped with powdered sugar.
The company is positioning the new addition within its existing value-based pricing structure. A three-piece order of the dessert will be available as part of the brand's national Mix and Match promotional deal for $6.99, though pricing variations may apply in specific regional markets.
Loyalty Programme Integration
To drive digital engagement, Domino's is utilising the product launch to support its loyalty ecosystem. Members of the Domino’s Rewards programme will receive exclusive early access to the new dessert starting on 20 July, one week ahead of the general public rollout on 27 July.
Kate Trumbull, Executive Vice President and Chief Marketing Officer at Domino's, explained that the addition of the new flavour profile is designed to build on the success of the brand's existing Chocolate Lava Cakes. She noted that the menu expansion offers a convenient, oven-baked alternative to the traditional campfire dessert.
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