A black and white illustration of a bird flying over a landscape with trees and trees.

Text that reads 'PIZZA SCHOOL' in bold, white letters on a black background.

Teaching the competition what pizza should be.

In the United States, Domino's competitors had begun to lose sight of what pizza should be, adding more and more crazy items to their menu in hopes of attracting new customers, such as bacon-wrapped crusts, corn chip crumbles, pretzel flavoring, nacho cheese, sugary drizzles, and more. To make matters worse, they also use frozen dough for their "hand-tossed" pizza. Domino's could not stand by and let this happen to pizza any longer. They needed to prove what they believed in: gimmick-free pizza made with fresh dough.

Two Domino's pizza employees, one male and one female, tossing pizza dough outside a Domino's restaurant while a customer watches.

A freshly baked pizza with pickles, chicken, and pretzels being tossed in the air after coming out of the oven.

CASE STUDY

Multiple screens showing a restaurant parking lot and its entrance with people and cars, including a Fast food restaurant named Pizza Hut.

To spotlight the category’s obsession with gimmicky toppings, Domino’s took the fight to competitors’ front doors. We converted a 70-foot semi-truck trailer into a mobile Domino’s Pizza School, complete with dough and saucing stations, make lines, and an oven. Then we parked it outside chains that had moved to frozen dough and menu “hacks” like drizzles and crust flavoring. Their pizza makers were invited in to relearn how Domino’s does it: fresh dough, no gimmicks.

Two Domino's employees in blue uniforms and black caps preparing pizzas with a customer, who has a pixelated face, in a pizza restaurant kitchen.

A person in a blue shirt standing on a stage at a pizza school, with banners and signs about pizza and a parking lot with cars in the background.

Sign with instructions for making pizza, including sections labeled Dough, Sauce, Cheese, Toppings, and Bake, with tips for each step.

Food truck with signage about pizza toppings and new pizza options, including banners with phrases like 'Bona Fide Tasty Pies', 'Chips on Pizza? Whoa There', and 'Down the Drizzle Menu'. Two staff members are inside, one on the phone, at sunset with cars and a restaurant in the background.

Two men are talking on a sidewalk in front of a street with cars passing by, with a sign indicating medical services and nail salon in the background.

Diploma

Two Domino's employees, a man and a woman, are presenting a certificate to a young customer outside a Domino's restaurant. The customer’s face is blurred, and they are holding a certificate that reads "Domino's Pizza School Masters of Pizza Making." There is a pizza box on the counter in front of them.

For Pizza Hut employees that made it through the Domino’s Pizza School. They recieved a diploma, one that they could use to get a job at Domino’s.

A white paper with blue text and design elements. Text reads 'Now that you've completed Domino's Pizza School. Your new pizza making skills would make you a great fit for the Domino's team.'

OVER 10 PIZZA HUT EMPLOYEES ENROLLED IN DOMINO’S PIZZA SCHOOL

Black background with white text reading 'ALL GOOD' in uppercase letters.

Online Pizza School

We created an online Pizza School Campus to help everyone learn what makes a Domino’s Pizza. We created a series of educational films from Dough to Toppings.