The Ann Arbor-based company is positioning the move as a way to provide premium options without the traditional price hike. Lindsay Hettling, vice president of marketing, noted that the brand aims to match the intensity of soccer fans with its own menu offerings, ensuring that choices like Handmade Pan or Hand Tossed remain accessible at the same price point.

Beyond the menu update, Domino’s is debuting its first in-app game, "Soccer Shootout." Exclusively for loyalty members, the game challenges users to launch toppings at moving pizza targets. Players can earn bonus loyalty points and exclusive discounts through July 19. The promotion and gaming features are available via the official Domino’s app and website, marking a push to deepen engagement with its digital customer base during a high-traffic summer season.