Domino’s Stuffed-Crust Pizza Comes to the US. That Could Get Some Analysts Off Its Case.

Sometimes you just gotta give the people what they want. 

That’s what Domino’s Pizza (DPZ) did—at last, some might say—Monday, announcing the chain would offer stuffed pizza crusts for the first time in the U.S., similar to offerings from competitors like Yum Brands’ (YUM) Pizza Hut, Papa John’s (PZZA), and others. And it’s not just delivery: Several frozen pizza makers sell them too.

“One of the most common questions we’re asked is, ‘When will you launch stuffed crust?'” said Domino’s Chief Marketing Officer Kate Trumbull in a press release. (The company is promoting the offering with a drawing diners can enter by submitting evidence that they offered someone else’s stuffed-crust pizza, and declaring it “National Stuffed Crust Week.”)

That’s not just a schtick. Domino’s has, in fact, been asked about it—including by equity analysts during conference calls.

“You’re not the first person, believe it or not, who’s asked about stuffed crust. And look, I’m not surprised. We’re the number one pizza company in the world. And it’s one of the biggest crust types out there and we don’t have it” in the U.S., CEO Russell Weiner said last month on the company’s earnings call, a transcript of which was made available by AlphaSense. 

Responses to such questions have in the past generally been about the company’s ability to maintain productivity levels after introducing a new item that’s expected to be popular. “Operational excellence and quality is a big pillar for us,” Weiner said in October. 

Now the company’s forging ahead. While some restaurant chains have lately added nostalgic items back to menus, this is a little different, adding a new—or, since it was available at non-U.S. Domino’s stores—new-ish offering to the mix. (Pizza Hut is generally credited with popularizing stuffed-crust pies 30 years ago, though not inventing them.)

The timing isn’t bad: The company earlier this year turned in quarterly same-store sales growth that was lower than expected. 

Shares of Domino’s wavered between gains and losses in Monday afternoon trading, and have added about 8% over the past year.