I thought I was attending just another pizza launch. I was wrong.
When I arrived at Domino’s outlet at Ang Mo Kio Avenue 4 for the unveiling of its new Thick Crunch Pizza, I expected a new flavour or perhaps a limited-edition topping. Instead, I found myself being introduced to an entirely different style of pizza — one with roots stretching back nearly 80 years to Detroit, Michigan.
This is Domino’s Singapore’s first rectangular pizza, and it represents one of the brand’s most ambitious menu innovations in recent years.
At first glance, the Thick Crunch Pizza looks different from the familiar round pizzas that have dominated takeaway boxes for decades. The pizza stretches from corner to corner of its box, maximising every inch of space.
But the shape is not just about aesthetics.
Unlike conventional pizzas where some slices inevitably miss out on the prized crust, every piece of Thick Crunch Pizza comes with a crunchy edge. That is because the rectangular pie is designed so that each slice benefits from the caramelised cheddar crust that runs all the way around the perimeter.
And what a crust it is.
The base is thick, airy and surprisingly light despite its substantial appearance. Bite into it and you encounter a soft, pillowy interior that resembles a focaccia-style bread. Underneath lies a crispy, golden-fried bottom that adds texture and contrast.
The highlight, however, is the red cheddar cheese that coats the edges. During baking, it caramelises against the pan, creating what Domino’s describes as a “mega crunch”. The result is a rich, nutty, cheesy crust that provides a satisfying crackle with every bite.
As I sampled the pizzas fresh from the oven, it became clear that the crust was not merely an accompaniment but a central part of the eating experience.
The launch introduced three exclusive flavours.
The Mac & Cheese version is unapologetically indulgent. Featuring cheddar cheese sauce, mozzarella and actual macaroni, it delivers what can only be described as the ultimate carb-on-carb experience. It is rich, comforting and likely to appeal to anyone who enjoys classic comfort food.
The Aloha Salsa Chicken offers a lighter, tangier profile. Shredded chicken and pineapple are paired with a salsa drizzle that adds a pleasant zing and balances the richness of the cheese.
Then there is the Cheesy Beef Pepperoni, arguably the most crowd-pleasing of the trio. Loaded with cheddar cheese sauce, mozzarella and 24 slices of beef pepperoni, it takes a familiar favourite and elevates it with extra flavour and texture.
While the toppings are important, what truly sets the Thick Crunch Pizza apart is its Detroit-style inspiration.
For many Singaporeans, Detroit-style pizza remains relatively unfamiliar compared with New York, Chicago or Neapolitan varieties. Yet in the United States, it has developed a loyal following.
The style originated in 1946 at Buddy’s Rendezvous, a bar in Detroit. Owner Gus Guerra adapted a Sicilian dough recipe and baked it in deep rectangular steel pans originally used as drip trays in the city’s automotive factories.
The resulting pizza featured a light, airy dough, crispy edges and caramelised cheese that extended right to the sides of the pan.
Another hallmark of Detroit-style pizza is its unusual construction. Traditional versions are assembled in reverse order, with toppings placed directly on the dough, followed by cheese, while the tomato sauce is added on top in distinctive stripes. The approach earned it the nickname “red-top pizza”.
Over the decades, what began as a local Detroit speciality has evolved into a globally recognised pizza style. Now, Domino’s is introducing its own interpretation to Singapore consumers.
The launch also coincides with Domino’s “Unbox Your Cravings” brand campaign.
“Unbox Your Cravings” encourages customers to embrace their cravings whenever they strike. It celebrates the idea that cravings are not interruptions, but moments worth pausing for amid the rush of daily life.
Whether it is late-night studying, gaming sessions or binge-watching, Domino’s encourages customers to answer their cravings the moment they hit, without waiting for a reason or occasion.
This refreshed identity will also come to life through a bolder new packaging design, bringing the “Unbox Your Cravings” experience into every order.
“You don’t need a reason to enjoy what you crave,” said Nicholas Pang, Country Manager of Domino’s Pizza Singapore. “‘Unbox Your Cravings’ reflects those everyday moments when cravings come naturally, encouraging people to act on them and break away from the idea that indulgence needs an occasion. With the Thick Crunch Pizzas, we’re staying true to who we are while continuing to innovate in line with evolving consumer preferences.”
To mark the occasion, customers were offered a limited-time promotion allowing them to add a Thick Crunch Pizza for just $1 with the purchase of any regular pizza priced at $25.90. Use code: 145652.
Customers can place their orders for dine-in, delivery or self-pickup via the Domino’s Singapore app or website at www.dominos.com.sg, or head down to their nearest Domino’s store to order over the counter.
Customers can also enjoy better value with the following deals. T&Cs apply.
* Combo Deals: Choose from the Shared Meal, Feast Meal, or Party Meal, offering something for every crowd, starting from $26.67.
* In-store exclusive: Buy 1 Thick CrunchTM Pizza and get 2 bowls of Mushroom Soup for free.
For Domino’s, the Thick Crunch Pizza is more than just a new menu item. It is an attempt to offer customers a different texture, shape and eating experience while tapping into a growing appetite for international food trends.
After tasting all three varieties and learning the story behind them, one thing became clear: this is not simply another pizza.
It is a slice of Detroit served with a distinctly Singaporean twist.
The Thick Crunch Pizza is now available at all 46 Domino’s outlets across Singapore. For pizza lovers looking to venture beyond traditional thin crusts and pan pizzas, it may be worth thinking outside the box — or, in this case, inside a rectangular one.
About Domino’s Pizza
With more than eight pizzas sold every second and more than 3,800 stores across 12 markets (Australia, New Zealand, Belgium, France, The Netherlands, Japan, Germany, Luxembourg, Taiwan, Malaysia, Singapore and Cambodia) Domino’s Pizza Enterprises Limited (ASX: DMP) is all about delivering the world’s most delicious and versatile bonding food.
Domino’s Pizza is the world’s leading and fastest growing pizza delivery company committed to upholding the industry in product quality and operational excellence. Globally, Domino’s Pizza Inc. operates of more than 18,300 owned and franchised stores throughout the U.S. and in over 90 markets. Domino’s internationally ranks in the top five companies by the virtue of most online transactions.
Domino’s Pizza Singapore was recognised as one of ‘Singapore’s Best Employers 2022’ by The Straits Times & Statista, based on a large-scale and comprehensive study that assesses the attractiveness of organisations in Singapore based on an independent employee survey. It has also been awarded three times with the ‘HR Asia Best Companies to Work for in Asia’ under the F&B category.
This prestigious award recognises corporations with significant levels of employee engagement and excellent workplace culture.
There are 46 Domino’s Pizza stores in Singapore. Customers can place their orders via the Domino’s Singapore App or log on to its website at www.dominos.com.sg.
