Dive Brief:

• Domino’s has expanded its menu with the permanent addition of Loaded Tots, which can be topped with melted cheese and proteins, the company said Monday.
• The tots are available in three varieties: Philly Cheese Steak, Cheddar Bacon and Melty 3-Cheese. The item costs $6.99 as part of Domino’s Mix & Match Deal when customers pick two or more additional items. 
• Loaded Tots mark the first time Domino’s has offered a potato item on its national menu, a company spokesperson wrote in an email to Restaurant Dive.

Dive Insight:

Domino’s has been expanding its Mix & Match value platform in the past few years, including Oven-Baked Dips, Bread Twists and salads. 

“When we work [menu items] into our Mix & Match deal, it increases items per order and that’s a healthy way to drive ticket,” Domino’s CEO Russel Weiner said during the company’s Q3 2022 earnings call. 

Last quarter, the pizza chain increased its Mix & Match carryout price per item from $5.99 to $6.99, several months after it did the same to its Mix & Match delivery price per item. The company found that even with the price increase, it was still able to retain its value. Management realized a 5.4% average increase in price across the U.S. during Q3 and expected price to increase to 7% during Q4 with the Mix & Match carryout change, Domino’s CFO Sandeep Reddy said during the Q3 2022 call.

Rival restaurant competitors have enhanced their menus with new items in the last year, as well. Pizza Hut added Melts to its menu, Mod Pizza is testing oven-baked wings and Papa Johns launched Papa Bowls. Papa Johns has been leaning into product innovation for many years to boost sales. CEO Rob Lynch said during the company’s Q3 call that its Papa Bowls are highly complimentary to pizza sales and were preforming well and within its expectations.