Domino’s Revamps Cheese Burst Pizza with New Flavors to Woo Gen Z
Domino's redefines cheese indulgence with three new flavors for Gen Z, focusing on variety and cheese cravings with its revamped Cheese Burst Pizza.
Deepanjali
Domino's is back with a twist on its famous Cheese Burst Pizza, aiming to charm the taste buds of Gen Z through a new and flavorful campaign. Focusing on Gen Z's craving for intense cheese indulgence, Domino’s is introducing three fresh flavors while emphasizing the cheesy, gooey experience that made the original Cheese Burst so popular. This campaign spotlights the intense cheese craving many have for Domino’s unique Cheese Burst and promises to offer a heightened experience that captures “the moment”—a sentiment Domino’s has aptly named “Respect the Moment.”
Domino’s has recognized that Gen Z, a generation that values variety and personalization, seeks new and exciting flavors. With this understanding, Domino’s has not only brought back its classic Cheese Burst but also enhanced it with three unique cheese varieties. By doing so, they aim to make each slice even more enjoyable, pairing well with Gen Z’s passion for delicious and memorable food moments. Sambit Mohanty, creative head for McCann Worldgroup, explains, “The Cheese Burst Pizza is legendary for its cheesiness, and we wanted to capture its magic. The idea of ‘Respect the Moment’ was born to encapsulate the thrill that the Cheese Burst brings—not only for the one eating it but also for those witnessing the cheesy enjoyment!”
The campaign is designed with two primary objectives in mind. First, driving awareness around the original Cheese Burst while generating excitement for the new flavors. By doing this, Domino’s aims to increase market share and establish the Cheese Burst range as a must-have choice among Gen Z pizza lovers. The secondary objective focuses on boosting sales and encouraging order growth through this refreshing range of flavors, aiming to deliver a superior cheese experience.
In recent years, Domino’s realized that although its Cheese Burst Pizza was popular, it was falling short on variety and cheesiness. Gen Z customers, who are known for their high standards and preference for variety, wanted a more indulgent and drool-worthy experience. Listening to this feedback, Domino’s has returned with a campaign that amplifies the indulgence factor through cheesier, richer, and more customizable flavors.
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Through this campaign, Domino’s also aims to reinforce its brand identity with themes of “cheese cravings” and “drool-worthiness”, ensuring that the Cheese Burst range stands out. By connecting with Gen Z’s daily life experiences, Domino’s hopes to show that a slice of Cheese Burst can transform a simple moment into one that demands “respect.” This initiative brings in elements of Gen Z’s lifestyle, emphasizing the enjoyment of the Cheese Burst experience as something personal and special.
In their new marketing approach, Domino’s has shifted the narrative to focus on how the consumption of Cheese Burst Pizza is not just an eating experience, but an indulgence to savor. With “Respect the Moment” as the guiding idea, Domino’s looks to tap into Gen Z’s appreciation for unique, memorable, and flavorful food moments.
