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September 29, 2010

Domino's testing breakfast pizza on (who else?) college students

By T.L. Stanley on Wed Sep 29 2010


Pizza for breakfast has always been good in a greasy, morning-after kind of way. But Domino's, the folks who brought us the Oreo-cookie pizza a few years back, is aiming at (no surprise here) the college crowd with an a.m. version of its p.m. staple. The breakfast pizza, now sold at one franchise near the University of Dayton in Ohio, consists of cheese and eggs on a pizza crust, plus toppings like sausage, jalapenos, ham, bacon and onions. Kind of like a flat omelet with a lot more carbs. It costs $7.99 at the restaurant, which is supposedly the only 24-hour Domino's in the country. (It also serves coffee and orange juice for the early risers and all-nighters.) The marketer is keeping an eye on sales to see if the product could expand to other locations. I wonder if this was an exhaustively researched offering or an opportunistic one, predicated on the reality that students will eat almost anything. I guess we'll find out over time, if Domino's has to admit one day that the breakfast pizza sucked.


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