Domino's ends 30 minute pizza delivery promise

Thank you for calling Domino’s pizza where your order may take 30 minutes or longer.

Domino’s has changed its longstanding 30 minute delivery policy because the franchise has entered the pan pizza game. When it comes to good pizza, crust is always the bottom line.

Domino’s is a pioneer in the pizza delivery business. Since its beginnings 53 years ago, Domino’s has been the “recognized world leader in pizza delivery.” But now the franchise’s 30 minutes or less slogan is changing. Domino’s new motto across the US and close to 5,000 stores is “slow down.”

Today Domino’s begins its national slow down campaign because cooks need the extra minutes to prepare the Handmade Pan Pizza. Domino’s debuted the Handmade Pizza last fall. And today the chain is telling customers they believe slower is better as far as preparing the Handmade Pizzas are concerned.

"The word is spreading, but there are still many people out there who have yet to try our Handmade Pan Pizza," said Russell Weiner, Domino's Pizza chief marketing officer. "Our hope is that by continuing to tell the story of what makes this awesome product so unique to our menu, people will continue to discover that Domino's is now in the pan pizza game."

After decades of touting speedy pizza-making and prompt delivery, there’s a new TV spot with clips from vintage 1980s Domino’s Pizza commercials.

The campaign stars Robert Gavitt, a Domino's Pizza franchise owner from Dallas, Texas, who helps explain why the Handmade Pan Pizzas need just a bit more time to reach the golden-brown perfection customers deserve.

"Being a Domino's franchise owner since 1989, I can attest that slowing down has never been a part of the Domino's culture – especially considering we are the company that has proudly held a World's Fastest Pizza Maker competition since 1983," said Gavitt. "However, for those who enjoy our Handmade Pan Pizza, it's the right thing to do – and if it means a better experience for our fans and customers, we are all for it."

Domino’s has ordering apps for Kindle, Android and iPhone. In total there are more than 10,200 Domino’s pizza stores in 70 international markets. In the fourth quarter of 2012, franchise owner-operators account for over 96% of the Domino’s Pizza stores.

Domino’s Pizza was founded in 1960.