The Domino’s Effect

10 May

A Little Bit of History

Domino’s Pizza was founded in 1960 in Ann Arbor Michigan.  Today, it is the second-largest pizza chain in the United States (second to Pizza Hut) and has more than 9,000 established franchised stores in the world.  An incorporation with a successful foothold in 60 countries has a lot of power over the pizza industry’s reputation  and the expectations of consumers with respect to the quality of service that a reputable pizza store should meet.

Domino’s has a history of being the first of its industry to adapt certain unique marketing techniques.  For example, in 1973 Domino’s started advertising their 30 minute guarantee to customers.  If Domino’s couldn’t deliver the pizza within 30 minutes of ordering, your pizza was free.  This was the very first pizza delivery company to employ “free pizza” as a marketing technique.  In the 1980s the offer went from a free pizza to $3 off due to political and legal pressures.  Consumers began to speak out about the dangers of the 30 minute  guarantee, expressing that it caused the delivery people to engage in unsafe driving. Eventually the 30 minute guarantee advertising campaign was dropped due to political and legal pressures.

What does this history have to do with the new gluten free pizza crust?  Domino’s has a history of being the first to use certain market techniques.  Iroincally, the marketing campaigns employed by Domino’s seem to have a domino effect: once Domino’s does it, all of the other chains begin to follow suit.  If history is to repeat itself, I wouldn’t be surprised if more pizza chains not only start offering gluten free crusts but also follow Domino’s lead with regard to how they offer this new product.

Domino’s Gluten Free Pizza

As most people in the GF and Celiac community know, Domino’s started offering a gluten free pizza crust on May 7, 2012.  Ironically announced during Celiac Awareness Month, the pizza is explicitly stated not to be for people with Celiacs.  The pizza crust, in a vacuum, is gluten free.  What is the catch? Domino’s hasn’t taken any of the necessary precautions to prevent cross contamination.  In fact, on their website they state “While the Gluten Free Crust is certified to be free of gluten, the pizzas made with the Gluten Free Crust use the same ingredients and utensils as all of our other pizzas.”  Here is a video that Domino’s made to help get the word out about their new product.  Their disclaimer starts off by saying “Because we are honest people, here is a disclaimer.”  For the record, a more accurate beginning to their disclaimer would state “Because we are lazy people, here is a disclaimer.” It would simply take a bit more education, training and effort to provide a fairly safe GF option.  If you watch the video you will see the disclaimer is followed by a narrator saying “Ok, enough already with the disclaimers we are really excited to tell you about our new gluten free crust…”  Not only is the crust not actually gluten free but Domino’s goes so far as to dismiss their disclaimer as if it is an irrelevant formality.  In actuality, their disclaimer is the only part of their ad that is not (most likely) guilty of false advertising.

Issue #1: Gluten Free Labeling Laws

The FDA is close to formally establishing the legal requirements necessary to label a product as gluten free.  Despite being on the books as an issue needing regulation for several years, it isn’t until now that the pressure from the public is finally being recognized and responded to.  I know that the FDA only regulates food products and not the restaurant industry but I wonder why we are ok with this.  Government entities like the USDA and FDA protect the US populating by regulating highly distributed, manufactured food products and agricultural food products.  This is important to prevent public health catastrophes related to contaminated food products.  In general, it would not make sense to allocate government resources for regulating restaurants on a federal level because, for the most part, if a restaurant has contaminated products or unsafe practices it won’t affect enough people for it to be considered a federal issue thus, the state and local levels are more appropriate to deal with such issues.  Unfortuantely, this idea that restaurants are limited in terms of impact on the country as a whole is not true anymore.  Specifically, we are talking about a pizza company that is located in every single state in this country with over 5,000 individual restaurant locations.  The kitchen ingredients used by Domino’s can affect a large part of the US population and, more relevantly, their institutionalized kitchen protocol can affect people on a population level as well.

If Domino’s wants to offer a gluten free crust they should be subject to some form of regulation since their reach is so wide.  If Domino’s had a kitchen protocol that had all their chains set the ovens to a temperature that consistently undercooked meat, resulting in food poisoning, we would have a national health crisis on out hands.  I don’t know why we are turning a blind eye when it comes to gluten free protocol in the kitchen.

Furthermore, calling their pizza “gluten free” should be considered false advertisement, if not fraud.  To me, their appeal to the gluten free market is abhorrent.  The GF  market base is depression-proof and has been consistently and substantially growing for the past 10 years.  You should not be able to con your way into this market. If you take a chicken breast and dredge it lightly in flour before frying it, is this entree gluten free? NO. Is the chicken breast itself gluten free? YES. Similarly, if you have a gluten free pizza crust it is no longer gluten free if you cross contaminate it with gluten products (similar to a light dredging, if you will).

Issue #2 Corporate Precent

One of the main reasons that I find Domino’s actions completely unacceptable is because of, what I consider to be, corporate precedent.  California Pizza Kitchen sarted offering a gluten free pizza crust before doing their homework.  They developed a crust but did not research cross contamination protocol.  As a result, customers complained.  Did CPK slap a disclaimer on their menu and call it a day? No.  CPK pulled the pizza from their menu and started with the Gluten Intolerance Group to develop a strategy to make their kitchen safe for GF pizza cooking.  Domino’s justifies their lack of concern for cross contamination by saying that the crust is for gluten intolerant or gluten sensitive consumers. Interestingly, although Domino’s argued that they are catering towards the gluten sensitive population, the Gluten Intolerance Group is the organization that stepped up to help CPK prevent cross contamination.  I really enjoyed this post by Linda who points out that, of all the gluten sensitive people she knows, none of them have “mild” senstiives” and they do not appreciate a contaminated pizza!


Domino’s has stated that they simply don’t have the kitchen capacity to make a truly gluten free pizza.  It seems reasonable that it might be hard to make a profit if they had to change their kitchen set up for this product.  But then I think about PF Changs.  Another nationally represented corporate restaurant chain that has successfully created a gluten free menu and has changed their kitchen set up to accommodate safe food preparation.

Before Domino’s the precedents set up by various corporations trying to go gluten free has been in favor of trying to prevent cross contamination. I literally fear for the gluten free future of the restaurant industry now that such a large and financially successful  company has started saying that it is ok to take the easy way out.

The Bigger Picture

Supply and demand: a fundamental concept in economics.  If consumers demand a certain product, the market will supply it.  Cost and availability are intricately related to this.  What happens when the supply and demands get muddled and confused?  Poor products. In response to perceived consumer demands restaurants and food companies are responding by creating gluten free products.  The problem is that the market is not understanding the true nature of the current demand.

Supply is not the issue right now.  There  are so many gluten free products on the market.  If current product supply were the issue I would pick up some frozen pizza crusts at Whole Foods, go to Domino’s and ask them to heat it up for me.  What is in need, the demand, is education and awareness.  I don’t need Domino’s to create and produce a tasty recipe for a pizza crust. Udi’s, among other companies, has awesome pizza crust already. What is needed is a safe place to dine.  


I just want to remind my readers that CPK stopped offering their gluten free pizza until they could establish a safe kitchen environment in response to a letter by a customer.  If you want Domino’s to take accountability then send them a letter  (or write them an email) explaining why taking the GF pizza one step further could make a huge difference in your life and in the lives of many other people with Celiacs or gluten sensitivity.

Here is their mailing address:

Domino’s Pizza LLC
30 Frank Lloyd Wright Drive
Ann Arbor, MI 48106
(734) 930-3030


Check out my posts on the importance of writing letters and letter writing tips for advice.

A note about NFCA

Check out their letter from Alice Bast discussing their involvement with Domino’s Pizza.  NFCA has taken a lot of heat for seemingly endorsing Domino’s.  Domino’s reached out to NFCA to consult about their new gluten free product.  NFCA informed Domino’s that the pizza is not safe for Celiacs and reviewed their ingredient lists and kitchen practices to draw this conclusion.  Although the Amber designation is fairly controversial, it is better than Domino’s advertising their pizza as gluten free without a disclaimer.  Check out this post by Linda from  about why the amber designation may be a huge step back for the Celiac Community. Without NFCA Domino’s might have simply not let consumers know about the serious cross contamination risks.


8 Responses to “The Domino’s Effect”

  1. Gluten Dude (@GlutenDude) May 10, 2012 at 8:52 pm #

    Awesome! So well said…and based on facts, not just emotion. Thanks for being such a strong voice in the celiac community.

    • Cc Gluten Freed May 13, 2012 at 8:49 pm #

      Thanks! I love you twitter feed, by the way. I will never get over how amazingly well connected and vocal the celiac community is.

  2. Cecelia Staley May 11, 2012 at 5:25 am #

    Dominos should be ashamed of themselves for their flippant attitude. Well thought out arguments, CC – and I hope you create your own “domino effect”.

  3. Truly Madly Freely May 11, 2012 at 8:11 pm #

    Bravo! Really thorough and well written post. I will be writing a letter to Domino’s. I am living over their actions. I truly believe this is hurting our community so much. There is already so much misconception out there that this is a “fad” and people have no idea that cross-contamination is even an issue. How many times have I been told “can’t you just take the croutons off the salad?” Now well meaning people are going to be ordering this “gluten free” pizza for my son when he is at their house and they will have no idea how harmful it is. I know the Celiac community is smart and we don’t blindly trust a gluten free label. It’s the rest of the world I’m worried about.

    • Cc Gluten Freed May 13, 2012 at 8:52 pm #

      It is so great that you will be writing a letter to Domino’s. I hadn’t considered the impact this “gf” pizza would have on the non-gluten free community but you are absolutely right: people without celicas/gluten intolerance will order this pizza for their GF friends! This is one of the reasons that labeling laws are so important. I can also see similar problems arising in the professional field where an office might order pizza for an event and use Domino’s GF pizza for Celiac employees.

      So many things to consider!

  4. Bob Roth May 17, 2012 at 3:08 pm #

    The North American Society for the Study of Celiac Disease has released a statement today on this topic. “It is a complete exploitation of the term “gluten-free” and a total disservice to proclaim that a product is gluten free when, in fact, it is not.” Please read the entire statement on their site:


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