Domino's Pizza develops nutritional guide

by Gemma Charles, Marketing 27-Jul-05

Domino's Pizza is bolstering its healthy-eating credentials with a detailed nutritional guide, which will be available across its network.

The booklet, which consists of more than 100 pages, will provide a range
of nutritional information such as the energy, fat and carbo-hydrate
content of the chain's range of starters, pizzas and desserts.

The initiative follows the addition of a lower-fat mozzarella option to

its pizza menu last year. The guides, which will be in all Domino's
outlets by the end of this week, will list the ingredients for each
product and highlight potential allergens such as gluten or dairy
products.

Domino's sales staff at all its 370 outlets will be briefed on answering
nutritional queries made by customers ordering over the phone.

The nutritional booklet's launch will be promoted through a direct
campaign breaking next month and will be flagged up on the menus
delivered with pizzas.

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