Today is a day that will be remembered in American history. Bigger than when John Hancock signed his name like a kid who just learned cursive. More monumental than when George Washington bravely crossed the... uh, Normandy (don’t fact-check me). Today, America wins. Because Domino’s has finally entered the stuffed crust war, and the stock is already up over the news.

That’s right. Thirty years after Pizza Hut first introduced stuffed crust (back when Bill Clinton was playing saxophones and flirting with Monica in the Oval Office) Domino’s decided it was time to stop losing 13 million customers a year to their cheese-stuffed rivals. The company spent three years perfecting its own take on the pizza crust that America has been ripping apart with its bare hands since 1995.

Make no mistake, Domino’s wasn’t sitting around all this time ignoring stuffed crust. Okay, maybe they were for a while. When Pizza Hut first launched it, Domino’s dismissed it as a gimmick. Like bell-bottom jeans or MoviePass. But as Papa John’s and Little Caesars joined the cheese-stuffed arms race, Domino’s had a realization… they were the only national chain not offering it, and their customers were taking their business elsewhere.

(Source: Fast Food Club)

So, in 2022 (after a bit of a post-COVID pizza hangover) Domino’s committed to making it happen. And boy, did they take this seriously. Eight different recipes were tested before they landed on the winner: Parmesan Stuffed Crust, a mozzarella-loaded crust topped with garlic seasoning and a dusting of Parmesan. They also spent 12 weeks training 7,000 stores and retraining employees so they could execute this crust with military precision. Nothing was left to chance… except, apparently, the fact that 73% of customers already thought Domino’s had stuffed crust.

The stock is already up on the news, because of course it is. The market loves a strong message, and this move is basically Domino’s announcing, “Yeah, we were wrong for like 30 years, but here’s a stuffed crust that slaps.” Investors are also probably looking at the numbers and seeing that stuffed crust buyers tend to order more often and spend more per transaction. More dough, literally and financially.

And Domino’s needs this win. Their latest earnings showed that while revenue was up nearly 3% year-over-year, same-store U.S. sales were basically flat (+0.4%) and missed expectations. Worse, their delivery business is sliding (-1.4%) because people would rather cook at home than pay for a $3 delivery fee plus tip. (Tipping culture has officially broken America.)

Domino’s hopes its Parmesan Stuffed Crust will be the ultimate temptation, luring customers away from Pizza Hut, Papa John’s, and whatever Little Caesars is up to these days. It’s also hoping that its $9.99 carryout deal will entice the budget-conscious crowd to waddle into its stores instead of clicking Uber Eats.

Is this the move that will save Domino’s from its delivery woes? Hard to say. But one thing is certain: America loves stuffed crust, and now Domino’s is finally giving the people what they want. Today, we are all winners. Now go forth and consume your patriotic duty in the form of mozzarella cheese wrapped in garlic-covered carbs.

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Stock.News has positions in Uber.