A new dairy checkoff expansion program with pizza partners is estimated to increase cheese consumption by more than 12 million pounds.
The majority of the cheese will be used overseas as part of a collaboration between a big quick-service restaurant pizza chain and a U.S. cheese manufacturer. As it strives to restore its pre-COVID commercial success, the pizza restaurant has expanded its procurement to US-produced cheese suppliers. The corporation is also relying on the checkoff for strategic support in increasing the frequency of pizza consumption in this market through advertising and marketing communications.
Domestically, Domino’s has added Pepperoni Stuffed Cheesy Bread to its Stuffed Cheesy Bread menu. The oven-baked breadsticks are packed with cheese and pepperoni and topped with a cheese blend comprised of 100% real mozzarella and cheddar, seasoned with Parmesan and garlic.
“The checkoff’s relationships have always been an underpinning of our plan, and our partners understand the challenges our farmers face with rising input costs that affect their bottom line,” said Barbara O’Brien, president and CEO of Dairy Management Inc. (DMI), the organization that manages the national dairy checkoff program. “They are stepping up with innovative ways we can collaborate to drive more sales of U.S.-produced cheese on their products.”
DMI assisted Domino’s with consumer research, which contributed to the success of the Pepperoni Stuffed Cheesy Bread launch. This option got favorable public feedback and adds the chain’s Stuffed Cheesy Bread selection, which launched in 2011.
The checkoff also intends to collaborate with Domino’s on an expanded loyalty program that will promote pizza and cheese sales and maintain the checkoff’s rising customer attractiveness.
“Domino’s values its partnership with DMI because there would be no pizza without the hard work of dairy farmers across the United States,” said Kate Trumbull, senior vice president and chief brand officer at Domino’s. “Thanks to them, we’re able to offer a variety of delicious, cheesy, craveable products to customers around the country.”
In addition to DMI, state and regional checkoff organizations American Dairy Association Mideast, Midwest Dairy, and the United Dairy Industry of Michigan backed the Domino’s partnership. While these teams made direct contributions to the project, O’Brien says funding from the broader dairy checkoff network helps make this and other collaborations possible.
“This pizza growth program is just one example of the power of our national and local organizations working together,” he said.
On the international front, the checkoff’s other pizza company has completely sourced its cheese from outside the United States. The company is looking to jump-start its growth efforts and has found a willing partner in the checkoff thanks to its lengthy history of assisting in the growth of pizza and cheese sales in the United States.
A marketing effort will begin in October and will last through March of 2024. Pizza remains relatively untapped in many worldwide regions, where it is often consumed once a year. With customer tastes continually altering, this is an excellent time to encourage worldwide pizza growth.
O’Brien stressed the checkoff’s strategy of collaborating with prominent quick-service restaurant chains, who devote hundreds of millions of dollars in marketing and advertising to promote their dairy-centric menu items. While these pizza-focused initiatives are new additions to the annual strategic plan, O’Brien says other restaurant partners are also delivering sales-building results.
After a successful run as a limited-time option, Taco Bell introduced its new permanent menu item, the Grilled Cheese Burrito, which was created by the checkoff’s onsite food research team. The burrito contains 11 times the quantity of cheese as the chain’s typical taco, and its popularity prompted the addition of more flavors of the Grilled Cheese Burrito as well as the spread of this platform across the menu, including the Grilled Cheese Dipping Taco.
McDonald’s is always adding new tastes to its McFlurry lineup, including the Peanut Butter Crunch McFlurry, which is presently available. This summer, the company also had a successful introduction of the Grimace Shake, which received extensive media coverage and social media involvement. These initiatives are made possible by checkoff food science and marketing assistance.
“The checkoff has enjoyed longtime partnerships with the leading burger, pizza and Mexican quick-serve restaurants that have an astonishing reach of loyal customers, not just in the U.S. but abroad,” O’Brien stated in a press release. “They understand quite well the value that dairy delivers to their menus, and they see how our checkoff resources and expertise can help them reach their business objectives to remain on top of their game.”
