Domino's Pizza now offering gluten-free pizza crust
Ann Arbor Township-based Domino’s Pizza announced Monday it’s adding another option to its menu: gluten-free pizza crust.
The crust — which Domino's launched today in nearly all of its 4,900 U.S. stores — is available only in a small, 10-inch pizza. It’s prepared with water, rice flour, olive oil, potato starch and rice starch.
Domino's Pizza's latest menu offering: gluten-free pizza crust.
AnnArbor.com file photo
Domino’s consulted with the National Foundation for Celiac Awareness when developing the crust to meet the foundation’s standards, according to the release. Although the crust is free of wheat, barely and rye, Domino’s warned there could still be traces of gluten present since it’s prepared in a common kitchen.
For this reason, the company said, the new crust is appropriate for those with mild gluten sensitivity but not people with celiac disease.
Domino’s also posted a video on YouTube to describe the crust and how it’s prepared.
Founded in 1960, Domino's operates a network of 9,810 franchised and company-owned stores in the U.S. and 70 countries worldwide.
In the past few years, Domino's has reinvented its brand by rolling out several successful marketing campaigns and redesigning its pizza, helping to rake in $105.3 million in sales in its 2011 fiscal year.
The company has continued to make a series of menu changes, including introducing chicken products, adding artisan pizzas, redeveloping the cheesy bread and adding Parmesan bread bites.
Lizzy Alfs is a business reporter for AnnArbor.com. Reach her at 734-623-2584 or email her at lizzyalfs@annarbor.com. Follow her on Twitter at http://twitter.com/lizzyalfs.
Comments
tdw
Tue, May 8, 2012 : 12:49 p.m.
Just a FYI for you Domino's pizza haters Ann Arbor Pizza ( former Marco's ) has gluten free pizza and are very careful to avoid cross contanimatiom ( sorry can't find my spell check )
Sean
Tue, May 8, 2012 : 1:18 a.m.
Typical comments- negative and cynical- when was the last time any of you nay-sayers had a Domino's Pizza???..... Cardboard????? Really????.... Stop hanging out at the medicinal marijuana dispensaries and get out of the past and try to have a positive attitude about one of our very own companies that started here in Michigan and remained here after becoming a successful world wide brand.
Superior Twp voter
Mon, May 7, 2012 : 8:30 p.m.
Betcha it'll cost EXTRA! But nothing will improve the corrugated cardboard that this company brands as "pizza."
Lola
Mon, May 7, 2012 : 7:29 p.m.
Is this somehow supposed to make up for the fact that Domino's will not stop buying pork products from suppliers who use gestation crates?
Dennis
Mon, May 7, 2012 : 9:33 p.m.
I'm pretty sure this has to do with the fact that the remember of people with celiac disease has increased greatly in the last 10 years. It has nothing to do with the soapbox issue you are looking to trumpet about today.
Dennis
Mon, May 7, 2012 : 7:15 p.m.
Lol, wonder what dominoes paid for this article
Rodney Nanney
Mon, May 7, 2012 : 7:11 p.m.
If this article is even halfway accurate, this project could be a 'Noid train wreck. Note to Domino's: It's not "gluten-free" if you cross-contaminate the crust, and if not all of the toppings are gluten-free. You cannot do this halfway and be successful. I would strongly encourage Domino's leadership to walk this back and do it right. If you cannot guarantee a truly gluten free pizza every time at every location, don't do it at all.
Atticus F.
Mon, May 7, 2012 : 4:16 p.m.
I didn't think it was possible to make domino's pizza any worse than it is already... I guess it's time to re-think that notion.
redwingshero
Mon, May 7, 2012 : 3:40 p.m.
If I had an allergy to gluten, I would be very hesitant to ordedr a gluten free pizza. As the article states, it's made in the same kitchen as the normal/gluten pizza crusts. Cross-contamination would be certainty it would seem. Same thing for people with food allergies. Interesting that Domino's has pushed the whole "artisan pizza" thing lately. I wonder if the gluten-free push is part of their branding/marketing strategy with the aartisan pizza.
brimble
Mon, May 7, 2012 : 3:22 p.m.
cinibar7071 -- Gluten is a protein to which some people, most notably those with Celiac disease, have an intolerance. It is found in wheat and some other grains, and is useful in baking because it helps make the dough 'sticky' so that the resulting product rises well and has a pleasant texture (notably, some Zingerman's breads use high-gluten flour). Because processed foods so often contain gluten, even in minute amounts, and often without being labeled as such, avoiding gluten is a challenge for those who are either sensitive or altogether intolerant. Some health advocates claim that a gluten-free diet is more healthful for everyone. While it is an option for some, avoiding all gluten is essential for others, who have Celiac disease. For that subset, consumption of even very tiny amounts of gluten can have very grave health consequences.
cinnabar7071
Mon, May 7, 2012 : 3:43 p.m.
Thanks brimble.
Unusual Suspect
Mon, May 7, 2012 : 3 p.m.
I never knew cardboard could be made without gluten. Well, you learn something every day.
cinnabar7071
Mon, May 7, 2012 : 2:55 p.m.
Never heard of gluten before last year, now I hear it all the time. I feel like I'm missing out on something.
Dcam
Mon, May 7, 2012 : 9:01 p.m.
Obviously you don't make your own pasta(paste) - gluten is king. I understand they also have gluten-free pasta, now. How it sticks together without gluten I don't know.
Ron Granger
Mon, May 7, 2012 : 2:52 p.m.
This is an outrage! Just because I'm a gluten doesn't mean I can be denied pizza, fries, ribs, cheeseburgers and other delicious foods. If you won't sell me pizza, I'll make my own and I'll put even more cheese on it. And then I won't have to worry about the pizza guy getting robbed on his way to deliver it.