Pizza giant Domino’s is going head-to-head with iconic fast food burger chains such as McDonald’s with the addition of their new menu item.
Since August 8, Domino’s has launched the Burger Joint Pizza Range, which is available for pick up and delivery, in cheeseburger, bacon cheeseburger, bacon hamburger and hamburger options.
The pizzas – with a burger twist – are loaded with 100 per cent Aussie beef pieces, American burger cheese, butter pickles and special burger sauce.
“You have never had a burger delivered like this before,” Domino’s ANZ chief executive David Burness said.
“We have taken almost 40 years of experience as Australia’s food delivery experts and developed a burger specifically for the delivery generation. No more soggy bread rolls and limp lettuce. Domino’s is bringing home the burger – on a pizza.”
Michael Treacy, Domino’s Culinary Innovation & Development Chef, said it wasn’t the first time that pizzas and burgers have been paired up but this new range was “a whole new burger experience”.
“We live in the Golden Age of Delivery and burgers have yet to ‘ketchup’,” Mr Treacy said. “They’re often cold or falling apart by the time they reach your door because they were simply never designed to be delivered.
“What makes our Burger Joint pizzas so incredible is that our premium ingredients were carefully chosen for maximum burger goodness, while ensuring they could be delivered Hot & Fresh just like a Domino’s pizza.”
A large Burger Joint Cheeseburger will set customers back $10.95 while the large hamburger option will cost customers $18.95.
The Burger Joint range can be ordered via the Domino’s App.
Tough time for Domino’s
The introduction of the new range comes at a tough time for the brand.
Last month, Domino’s announced it had added in a 6 per cent delivery fee as a result of the soaring cost of living, particularly rising prices of fuel, food and utilities.
Domino’s insisted it was a “small fee”, with a $30 pizza order incurring an extra $1.80 for delivery as a result of the change.
Meanwhile, earlier this year, Domino’s reported first-half sales growth of more than 11 per cent, but underlying net profit slipped 5.3 per cent.
Barrenjoey analysts said the results missed expectations across all divisions and the current half started “a touch weaker” than anticipated.
They tipped a share price tumble, which eventuated.
Domino’s shares tumbled 14 per cent to $86.13, continuing to slide from about $165 in September and far lower than Barrenjoey’s price target of $130.
Chief executive and managing director Don Meij said earnings were lower largely due to its reinvestment in Australia/New Zealand franchises, targeting underpenetrated markets, especially Victoria and South Australia.
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