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Domino’s American Legends(TM) Pizzas Premiere

January 26, 2009

ANN ARBOR, Mich., Jan. 26 /PRNewswire/ — As America prepares to tune in
to the game where iconic legends are made, iconic brand Domino’s Pizza
launches Domino’s American Legends(TM), a line of six flag-waving specialty
pizzas featuring 40 percent more cheese than a regular pizza, cheesy crusts
and delicious combinations of premium toppings. The world leader in pizza
delivery (NYSE: DPZ) has been very aggressive in the new product launch arena
over the past few months, introducing Domino’s American Legends on the heels
of its Oven Baked Sandwich line, which beat Subway 2 – 1 in an independent
national taste test.

“These pizzas are so amazingly delicious we knew we had to rush to get
them out in time for the big game,” said Russell Weiner, Domino’s Chief
Marketing Officer. “Since Super Bowl Sunday is one of our busiest days of the
year, it gives more Americans a chance to try pizzas we think rival the best
in the business. We use six legendary cheeses brought to you by America’s
dairy farmers; then we give you 40 percent more. I plan to watch the game with
a Memphis BBQ Chicken on my right, and a Philly Cheese Steak on my left … a
slice for each touchdown!”

Inspired by the unique tastes to be found throughout the country, Domino’s
American Legends pizzas are available in six varieties at $12.99 for a large
or $10.99 for a medium:

— Honolulu Hawaiian — Sliced ham, smoked bacon, juicy pineapple, and
roasted red peppers with provolone and mozzarella cheeses on a cheesy parmesan
crust. Customers can make this pizza “fiery” by adding Tabasco(R) brand Pepper
Sauce and jalapenos.

— Cali Chicken Bacon Ranch(TM) — Chicken breast, white sauce, smoked
bacon, tomatoes and parsley with provolone cheese and mozzarella cheeses on a
cheesy provolone crust.

— Pacific Veggie — Roasted red peppers, spinach, onions, mushrooms,
tomatoes and black olives, with feta, mozzarella and provolone cheeses on a
cheesy parmesan crust.

— Memphis BBQ Chicken — Chicken breast, barbeque sauce, onions, and
parsley with provolone, mozzarella and cheddar cheeses on a cheesy cheddar
crust.

— Buffalo Chicken — Chicken breast, Buffalo hot sauce, onions and
parsley with provolone and American chesses on a cheesy cheddar crust.

— Philly Cheese Steak — Steak, onions, green peppers and mushrooms with
provolone and American cheeses on a cheesy provolone crust.

Super Bowl Sales Expected to Top 1.1 Million Pizzas

Meanwhile, Domino’s 5,000 pizza stores across the country are gearing up
for another busy day this Sunday, as Arizona and Pittsburgh square off in the
biggest game of the season. Domino’s expects to deliver more than 1.1 million
pizzas on Super Bowl Sunday, a 44 percent increase over a typical Sunday.

“This is a day everyone at Domino’s Pizza circles on the calendar,” said
Domino’s USA President, Patrick Doyle. “Super Bowl Sunday has become more than
just an American ‘activity’ — it’s become a true holiday where Americans
celebrate by eating a lot of pizza, and we like that! Our stores prepare for
the game weeks in advance, because, unlike other days where we might sell a
million pizzas, the orders come in a very compressed period of time on Super
Bowl Sunday. The phones start to ring about 30 minutes before kick-off and
they continue at a frantic pace through half-time.”

Domino’s American Legends are available at all continental U.S. stores
starting this week, and the company plans to launch a large-scale multi-media
campaign beginning Feb. 9 from creative agency Crispin Porter + Bogusky, with
promotional support from America’s dairy farmers in cooperation with Dairy
Management Inc.

(Note regarding Domino’s taste test win over Subway’s equivalent
sandwiches: Taste preference based on a national taste test by an independent
research company of Domino’s Oven Baked Sandwich varieties — Philly Cheese
Steak, Chicken Bacon Ranch and Italian versions — versus comparable Subway
Fresh Toasted Sandwich varieties: Steak & Cheese, Chicken & Bacon Ranch and
Italian BMT.)

(Note: Cheesy crust not available on Domino’s American Legends thin crust;
40% more cheese on average, compared to standard hand tossed pizza.)

About Domino’s Pizza(R)

Founded in 1960, Domino’s Pizza is the recognized world leader in pizza
delivery. Domino’s is listed on the NYSE under the symbol “DPZ.” Through its
primarily locally-owned and operated franchised system, Domino’s operates a
network of 8,726 franchised and Company-owned stores in the United States and
60 international markets. The Domino’s Pizza(R) brand, named a Megabrand by
Advertising Age magazine, had global retail sales of over $5.4 billion in
2007, comprised of $3.2 billion domestically and $2.2 billion internationally.
During the third quarter of 2008, the Domino’s Pizza(R) brand had global
retail sales of $1.3 billion, comprised of approximately $683 million
domestically and approximately $583 million internationally. Domino’s Pizza
was named “Chain of the Year” by Pizza Today magazine, the leading publication
of the pizza industry. Customers can place orders online in English and
Spanish by visiting www.dominos.com or from a Web-enabled cell phone by
visiting mobile.dominos.com. More information on the Company, in English and
Spanish, can be found on the Web at www.dominosbiz.com . Domino’s Pizza. You
Got 30 Minutes(TM).

SOURCE Domino’s Pizza


Source: newswire



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