Discussion: Domino’s Says “No” When It Comes To Artisan Pizza Customization

You might be aware that Domino’s doesn’t let you customize their line of Artisan Pizzas.  Good business model?  Bad?  I can understand having specific options like the Spinach & Feta ( I liked it) or Chicken & Bacon Carbonara, but why not also give the customer the choice of their own creation?  Discuss!


64 comments on “Discussion: Domino’s Says “No” When It Comes To Artisan Pizza Customization

  1. Rickdotfeltdotcom says:

    Highly pretentious. It’s takeout pizza, get a hold of yourselves Dominos. Also would lead some to believe they’re preassembled and frozen..

    • metz says:

      I’ve worked at dominos for 3 years, and let me tell you they are not frozen. They are made and they are the most annoying thing on the menu to make because its so time consuming . so for you to say its frozen is hilarious. You can’t customize them? Why not get a pizza and get the same toppings. There’s a reason we don’t let people add toppings. It’s not the end of the world:)

  2. We had a company here, Pizza Pizza, a national chain, that had a same rule with a specialty shrimp and garlic sauce pizza, that was not allowed to be customized either. It turned out that all the toppings, shrimp and some veggies, and the garlic sauce, were pre-assembled into a disk shape and then frozen and placed frozen on the dough before cooking, I bet same case here. Needless to say, between the $19.99 price tag for a Large, 14 inch, and when people found out was pre-fab and frozen, it turned into a big failure and was discontinued

  3. Joe H says:

    I would love to add chicken to the spinach and feta pizza. Heck, I’d even pay extra for it.

  4. Manavee says:

    Would Jackson Pollack let you tell him where to drip his paint? Would Hemingway write a Choose Your Own Adventure book?

    Of course not. In a similar vein, we need to allow the fine artists at Domino’s to be the pizza artists they were born to be. Don’t mess with artisan pizza, bro.

    • Lindsay says:

      LOL! 🙂 Nice.

    • Geekwannabe says:

      Dominos does not equate to the Jackson Pollack of the culinary world, more like the nameless guy who does caracitures at the fair, and I get to customize those. aside from that, Paintings and pizza are once again something that doesn’t equate. Jackson Pollack makes one painting, dominos makes millions of frozen premade “artizan” pizzas, there really isn’t anything special from one to another. Why on earth would I pay for a pizza with bacon on it if I don’t eat pork? or with feta cheese on it if I’m allergic? I will whole heartedly say I will not pay for something that I can’t “get my way”. Dominos just lost my business from now on. I hope the CEO’s at dominos who are trying to hard to revamp their failing company get booted after this stupid stunt. Its like going to Mcdonalds and not being able to get my burger without onion, its just stupid.

    • Nate22 says:

      In no way, shape, or form are the employees at Domino’s pizza artists. I can’t believe you compare them to Jackson Pollack and Ernest Hemingway….the only thing I can think of is that you are a Domino’s employee.

      • gandy says:

        “In no way, shape, or form are the employees at Domino’s pizza artists.”

        In no way, shape, or form are the employees at ANY pizza establishment “artists”.

  5. M86 says:

    The lack of the option to customize has prevented me from trying one of them. I’ve never really liked Domino’s, but if I could create my own, I’d definitely give them another shot.

    Also, I agree with some of the previous comments. I worked at a pizza place too, and we had pizzas that came in frozen, premade completely… We just had to throw them in the oven. And because of that, we could not customize them.

  6. JF says:

    Like a lot of others have commented on other “artisan” items, to me they are just cashing in on a term and nothing really special about it.

    I haven’t had Dominos in close to 10 years, and have no plans on changing that. But the commercials are annoying stating they spent so much time coming up with their artisan pizzas, that they won’t let you customize implying it would ruin the pizza.

    Sorry Dominos you’ve already ruined pizza. The only thing your customers can do is actually improve it.

    Off topic, also tired of the whole garlic bite commercial. Again, local pizza joints have been doing that or something similar (Garlic Knots anyone)? So nothing special and who cares if it wasn’t created in corporate. Glad they actually seem to listen to their employees, but again, nothing to see here… just move on….

  7. Bob says:

    Artisan should be erased from the “Fast Food” “Quick Serve” Vernacular.

  8. Chad D says:

    I never ate Domino’s until recently, but now I have it all the time, the price is right and it tastes better than okay. I also moved to PO dunk Mississippi from St. Louis and miss my local pizza shops there.

    I would definitely like to add toppings to some of these pizzas, and didn’t try it until the new Bacon Carbonara, its probably the best chain pizza I have ever had and I might try some of the others now as well.

  9. Charlie says:

    Possibly already said but I work at Dominos and we can’t customize these because they are frozen pies.

    • Crysta says:

      We don’t do takeout pizza but charging 7.99 for a frozen pizza when all you do is warm it up is a bit crazy. I can get two (sometimes more) frozen pizzas from Kroger for that.

      And it’s not impossible to customize frozen pies either. I do it all the time at home and it turns out just fine. “We can’t customize frozen pies” is just an excuse Domino’s is using to prevent customers from having what they want.

    • JF says:

      Makes sense and not at all surprising… But even if it were frozen, is it completely out of question to add more toppings? Either in frozen state or semi baked?

    • janet says:

      Those artisans are actually time intensive to make, which is why domino’s will not have them customized. We do not want many of them ordered because we simply cannot produce them quickly enough. It takes me 10 seconds to handtoss a normal pizza, and 2-3 minutes to make an artisan crust. Dominos likes to be quick but never ever does the artisan come to us premade or frozen. We prep some crusts that day, and if they aren’t used we toss them out the next day.

  10. Nick says:

    I’m tempted to order one just to see if my local Domino’s will actually enforce the “add nothing!” rule.

  11. Jeff D. says:

    Two main points I must make:

    1. You can semi-customize it, you can subtract some of the toppings and I think you can even request extra portions on some of the set toppings.

    2. If you want to have a custom made pizza, order one of there MANY other pizza choices and customize that pizza to your desire!

  12. T.J. says:

    I’d give an ‘artisan’ pizza a chance if it were freshly assembled the way a Subway sandwich is. If it’s just frozen, I may as well just buy a frozen pizza from the grocery store for $4.99.

    • JF says:

      Subway freshly assembled? Sure they do it before your eyes, but knowing people who worked there, who knows how long the meats, toppings, etc. have been sitting out there.

      I haven’t had subway in ages. For chains, Jersey Mike’s is my goto, but get just as good (if not better) sandwich than all chains from Safeway. And always looks / taste fresher and a lot more meat, etc. than what you get from those chains. Junst my opinion.

  13. Michael says:

    So this means I can customize any other pizza as I want, even to the point of ridiculousness?

    • stevenp says:

      Yup. Dominos still has the 3 mediums for $21 with unlimited toppings. And you can put a seriously crazy amount of stuff on them, including ‘heavy’ orders. This is one way to get a mega-meat pizza pretty cheap, or a mega–cheese, or both!

  14. Justin ST says:

    All my local Domino’s are in ridiculous areas; that’s why I never go there.

  15. Keith says:

    This is such a contentious debate. Food customization – we’re so spoiled. It prevents everyone, everywhere from ever having to try something new even when they’re trying something new. How do you know you wouldn’t like this or that on your pizza? At least try it the way it’s been put together first.

    I get pretty annoyed with restaurant customizers. I’ve worked in the restaurant business. For people who take pride in the food they make, the way it was assembled on the menu for your enjoyment, customization is akin to a slap in the face. But it’s people like me, the anti-customizers, that come out as the bad guy.

    I’ve watched countless people literally ruin the food they order at restaurants and THEN complain about it.

    Now when it comes to fast food, we’re obviously not talking about gourmet fare. But I butted heads with former GrubGrade reviewer Adam for reviewing food that he customized in bizarre ways that fit his taste. The reviews didn’t seem “fair” because he ordered food differently than I would.

    Now, if you like your sandwiches a certain way, I’m cool with that – and pizza is the ultimate customization food. But I support Dominoes here – if you want to customize your pizza, get a regular pizza. If you want these pizzas that they created to taste a specific way, then you have to get them as is. It’s not like you can’t order a different customized pie.

    But, more and more independent restaurants are putting their foot down on customization. Good for them! It means they take pride in their creations and they want you to experience it the way they intend you to. It’s what separates Subway from a gourmet sandwich shop. Speaking from personal experience, I know that some of my favorite foods today are foods that I was reluctant to try in the past without customization.

    Note, of course, that food allergies are another story and I fully support food customization due to them.

    • Crysta says:

      It’s called “customer service.” If I’m asking politely, as a customer, to have my food a certain way (whether it’s because of allergies or preferences), then it should be served the way I asked. If they won’t make it the way I ask (politely), then I don’t go back.

      Making customers happy is how you get repeat business. You make customers happy by giving them what they want.

    • Raiders757 says:

      I’m paying for the food I eat, so I’m going to eat it the way I want it. If you tell me I can’t take something I can’t stand off my pizza or meal, I’ll tell you to kiss my hind parts and take my business elsewhere. It’s just that simple. If pretentious restauranteurs and chefs want to fight back against it, it’s a battle they will eventually lose.

      I’m glad that some take pride in their food and their recipes, but I don’t like mushrooms, so leave them off. I don’t like mayo based sauces and dressings, so leave it off. It’s not that hard to do, nor is it an unreasonable request.

    • Lindsay says:

      What I don’t like about food sameness (non-customized) is that people don’t like the same things. We don’t all like peas, we don’t all like peppers, etc. It’s sad when you like the main ingredients of a dish, but want it changed up a bit to suit your tastes and the “creator” of said dish is egotistical enough to think that their way is the best way to eat it. For someone, the best way to eat (insert creation here) is without (subtract component of creation). That makes the dish fabulous to them.

      What’s not fair is calling something artisan and pretending like it’s so great it can’t be customized, and then finding out the real reason it’s because it’s a pre-fab frozen pizza. What a let down.

      Off topic, but what happened to Adam, did he leave (did I miss something?)

    • Chefprotoss says:

      If you wanna play chef, do it at home. I’m pretty much just refering to upscale joints though. I fail to see why domino’s won’t customize their “artisan” pizzas. No one eats at dominos because they are a fan of the chef. That is not what quick serve food is about. No one eats at chipotle because they are a fan of Steve Ells’ specific culinary creations. They are a fan of chipotle. They don’t have a specials board for a reason.

      • Chefprotoss says:

        Oh, and a lot of restaurants portion things proportionately. Ten chickens – ten gratins. If you decide you want gratin with your swordfish instead of quinoa, you throw everything of kilter. Customers never think of this. Once again though, this does not apply to domino’s.

        • Jake says:

          How exactly does that “throw everything ‘of’ kilter”? I’ve worked in kitchens for coming on 10 years now and I’ve managed to learn to occasionally put in a little effort and expect changes like that from time to time. I hope you aren’t just a lazy line-cook.

          • Chefprotoss says:

            It depends on the restaurant. If it’s a small 35 seat joint, where you a normally fully booked, you prep what you expect you need. Gratins for example, take about an hour. If a four top decides that they all want gratins but not with the corresponding dish, it screws the tables that order after them and want the corresponding dish with gratin. Obviously you prep what you expect you need and no more because food is best fresh and throwing food away raises food costs. It’s pretty simple. In larger restaurants this is not as much a factor as they have more man power, and pull in more revenue.

      • JF says:

        I am pretty picky on certain things (absolutely hate mushrooms), but I’ve never went to a restaurant (upscale, in between, etc) that if I see something on the menu and has an ingredient I don’t like, they can either make it without it. Or if it’s in the prep (i.e. mushroom burger where they mix the meat with the mushrooms) will explain why.

        I don’t see why if I am paying high prices for what should be a great meal, I can’t alter it a bit. And I’m not talking about completely changing the item, just removing an ingredient and/or adding one more to it (or substituting one kind of cheese for another).

        But I’ve never experienced an upscale joint that would not alter an item to my liking. So maybe those that won’t are not really upscale, or pre-prepare their items where they can’t do some of the customizations their customers request.

        • Bradlee TheDawg says:

          There is no doubt in my mind the reason they “can’t” customize these soon-to-be-history “Artisan” pizzas is because some component of them – or the whole thing -is pre-packaged or frozen. So it’s no better than what you’d get in a box at the supermarket.

    • TxJen82 says:

      Good for you, Keith! I agree with you completely. Everyone else, get over yourselves. If you want a customized pizza, then order a different dish. And I wish that everyone weren’t so obsessed with the “customer is always right” bit. Sometimes the customer isn’t right, he’s just a spoiled brat.

      • Lindsay says:

        We are entitled to our opinions just like Keith is, just like you are and we have nothing to get over. Having worked in retail I fully know the customer is not always right. I just believe food customization is a basic American right. 😉 That is because I love food and I want it to contain the things I like to eat.

  16. kikurage says:

    Artisan is obstinate. They fail often to recognize his needs.
    I want to a good matched pizza, not a his ready-made-one.

  17. demosthenes.or.locke says:

    Keith I appreciate what you are saying about wanting the customer to enjoy their creation.

    I just do not think it applies to a frozen pizza.

  18. Chefprotoss says:

    I can understand the confusion about the pies possibly being frozen, but they aren’t. According to my source, they are made the same as the other pizzas. My source: a good friend of mine manages a domino’s. He hates life btw.

  19. Chad D says:

    I decided to go into Domino’s and order in person and watch them make the pizza and it was not frozen. They made it fresh and hand stretched the dough. This was in Natchez,MS.

  20. Scrape says:


    If you want to try one, Dominos is giving away 20k free arrtisan pizzas a day on Facebook. You don’t even have to ‘like’ them, just click, enter your e-mail, and you get a code for ordering online.

    They’ll be doing this for the next few days, and the offer generally starts right around 3pm EST and goes until they run out of coupons for the day. I got mine, which I will order the chicken bacon thingie, because all the rest have bell peppers, which should never, ever, be placed on any kind of pizza. Hey, its free.

  21. Zachary Jacob Zblewski says:

    I want to try to customize one of these just to see if the pizza artiste bites his thumb at me.

  22. jali says:

    This is a terrible call on Domino’s part. They are not the type of establishment that caters to the market segment who supports the thought that there are chefs out there who know better than they do and want their creation of flavours to remain untouched.

    People who would tolerate someone serving food to them and not allowing anything to be added, removed, or seasoned differently are not the segment that are patrons of pre-fab, mass-produced corporate food.

    There is also nothing artisan about these pizzas. It makes me so sad that that precious word has been bastardized so. It really is a lie and false advertising when companies like Domino’s use that word to describe their food. I believe the term artisan needs to be protected and if a place is going to use it to describe their food, they damn well better meet the criteria that it means to be artisan.

    • CulinaryZerg says:

      Agree on the “artisan” word choice. Add to that word “premium.” Every fast food place now claims to use “premium” this and that in their food. I heard Taco Bell recently advertise their Fritos crunch burrito (or cheesy gordita crunch thing) by saying that they stuffed it with their “premium” seasoned ground beef. The same grade-D lawsuit-enticing semi-beef paste they’ve always used.

  23. Jeff says:

    As someone that has worked at a pizza place before (not Dominos), I see where the idea of “no customization” came from. At my restaurant, we offer a super thin, crispy crust. However if you add, say, 10 toppings, there is no possible way you can get the crust crispy and stay crispy and cook the toppings at the same time. It is probably the same idea there. If you add too many toppings, the pizza wont cook properly and it only takes one bad experience for people to stop frequenting a restaurant.

    One thing I do have to add is the way that they announced it. Im sorry, Dominos is good, but not that good. Lets get that straight. Dominos should have taken the less-pretentious route and just told the public the truth, or just not do it at all.

  24. Jostvan says:

    Pizza, widgets, any product or service…saying “NO” is bad marketing. Running a TV ad that proudly says “NO” will, indeed, be the end of the product and a step backwards for Domino Pizza.

  25. Beth says:

    Thanks for clarifying for me the real reason behind the “No Changes” rule. It makes sense now… pre-packed frozen, saves on labor and supply. The commercial is annoying. I haven’t had a Dominoes in over six years anyway.

  26. Michael says:

    Looks like people are trying to say that the Artisan Pizzas are frozen and just popped into the oven. This is very false. I work at a Domino’s as a manager, and I can tell you exactly how it’s made.

    Dough is taken, stretched to the square, then the toppings put on. Placed in oven. Voila. The reason they choose to say “No!” is because the Artisans are fine just like they are. There is no point in customizing it. If you want a custom pizza that is thin like the artisan, order a Brooklyn Style pizza and add your toppings! It’s even cheaper, I believe.

    • JaiGuru says:

      There you have it from the horse’s mouth: “Artisan” pizza are nothing but brooklyn style crust, just for more money and square.

      And dude, you’re a try hard for like the worst fast food business that’s ever existed. Please man, I mean this as a bro, get a new job.

  27. rYAN says:


  28. AdSpock says:

    Ridiculous. Ever heard of “the customer is always right”? Especially, when the product is inherently customizable. I have to say, I thought of trying the artisan pizza prior to this marketing and biz catastrophy. But not now. It’s a pizza!

  29. Pizza cook says:

    I have over 20 years experience cooking half of that was cooking pizza all styles lots on mom and pop and even big chains… Hell I even cook pizza for myself fresh AND frozen… So dont tell me you can’t add toppings to a frozen pizza I do it all the time, they just friggen lazy and want to prove they got balls to say no… Will see who how stands in the unemployment line wile I eat my frozon pizza with a grin on my face.

  30. Chris says:

    Telling a customer no! Are you kidding me??

  31. Jason says:

    It’s the good old Cartman “you can’t come” to my theme park strategy. Kind of funny they actually tried it.

  32. JaiGuru says:

    Lousy pizza. Ridiculous price. AND No customization?

    I guess you sure taught us how to run a business(sarcasm punctuation forthcoming)

  33. pizza guy says:

    These pizza are not premade, and you can subtract whatever topping you would like you just can add toppings. At least the way it is supposed to be.

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