Domino’s has a pizza with a crust of 3.5 mm. Domino’s Thin Crust is an easily consumed low calorie pizza that makes it a popular choice in the office. Domino’s wanted to bring the attention of existing customers to this often overlooked lighter menu option and to test the potential of the product when it is actively promoted by a francise in a business district.

While we emphasized the thinness of our pizza crust we were inspired by the thinnest office supplies. The limited edition packages were made with the same material used in regular Domino’s delivery boxes.

We received positive feedback from our customers through phone calls and direct responses to our delivery guys. We had customers asking for their next pizzas to be delivered with the same packages. Our bond with our thin crust loving customers was strengthened. Orders of thin crust pizza increased 60% in the trial restaurant.