Domino's Pizza Toppings Tell All

Study by Leading Smell and Taste Authority Reveals Correlation

Between Pizza Toppings and Personality

Jan 13, 2006, 00:00 ET from Domino's Pizza, Inc.

    ANN ARBOR, Mich., Jan. 13 /PRNewswire/ -- Wonder why some are more
 professionally ambitious than others? What makes one a natural leader? Why do
 some people thrive as the center of attention? Look no further than pizza
     A study commissioned by Domino's Pizza (NYSE:   DPZ), the recognized world
 leader in pizza delivery, and Dr. Alan Hirsch, director of the Smell & Taste
 Treatment and Research Foundation in Chicago, reveals that preferred pizza
 toppings reflect personality and may dictate the ways in which people interact
 with each other.
     The study was sparked by a new offer from Domino's Pizza, the Spectacular
 7's deal, offering customers three medium pizzas with unlimited toppings for
 just seven dollars each -- a pizza for every persona in the bunch.
     "This study validates that many of our customers prefer more and diverse
 toppings," said Trish Drueke, head of brand marketing and research at Domino's
 Pizza. "Our new Spectacular 7's Deal gives our customers the opportunity to
 enjoy pizza, no matter how many toppings they prefer. And since they get three
 medium pizzas with unlimited toppings for just $7 each, everyone can have the
 pizza of their dreams."
     According to the study:
     *  The most popular pizza toppings include pepperoni, sausage and green
     *  Among the least popular toppings were ham, banana peppers and chicken
     *  Thirty-five percent of respondents preferred plain cheese pizzas.
     "The combinations of pizza eaters' favorite toppings show a correlation
 between those toppings and their behavior," according to Dr. Hirsch.
     What the Toppings Tell
     The study examined how pizza-topping preferences translate into
     Those who prefer non-traditional toppings such as pineapple and onion tend
 to be aggressive, achievement-oriented, natural leaders. They do not easily
 suffer fools.
     Pepperoni Please
     People who prefer traditional, single meat toppings described themselves
 as being irritable, argumentative, procrastinators, who frequently
 conveniently "forget" obligations at work and at home.
     Meat Fanatics
     Those who preferred traditional, multiple meat toppings are dramatic,
 seductive extroverts who thrive as the center of attention. They crave novelty
 in all aspects of their life, are fashionable and impeccably groomed.
     One Veggie Please
     Pizza eaters who prefer traditional, vegetable, one-topping pizzas are
 empathetic, understanding, well adjusted and easy going, making them the ideal
     Pile on the Veggies
     Those who prefer multiple vegetable toppings are trustworthy, loyal and
 dependable. They value friendship as the ultimate manifestation of life's
 ideals. They function best in a group environment. They are humble,
 introverted, and avoid the spotlight.
     Additional study findings revealed:
     *  People are passionate about pizza. Forty-four percent of respondents
        agreed completely that they are passionate about their pizza topping
     *  I eat pepperoni, therefore I am. Nearly two-thirds of respondents
        somewhat or completely agreed that their pizza topping choices reflect
        their personalities.
     *  Pizza eaters seem stuck in their ways. Forty-eight percent say they
        would never try new pizza topping combinations, while 38 percent say
        they order the same pizza every time.
     *  Meat edges out the veggies. Sixty-seven percent prefer meat and cheese
        toppings over vegetable and cheese toppings.
     *  Toppings rule. When asked if their dream pizza would have more or less
        toppings, nearly 60 percent opted for a fully loaded pizza. Twenty-
        seven percent think 10 toppings would constitute their dream pizza.
     However, Domino's Pizza customers need not worry about revealing too much
 of themselves by their topping preferences. There are a minimum of 1,024
 possible Domino's Pizza topping combinations. So, the innermost secrets of
 pizza eaters remain in the "pie" of the beholder.
     The study was conducted on behalf of Domino's Pizza in December 2005, by
 the Smell & Taste Treatment and Research Foundation among a sample of 1,000
 English-speaking residents primarily in the Chicago metropolitan area. The
 respondents previously had completed a number of psychiatric and personality
 tests for the Foundation.
     To learn more about Domino's Toppings Tell All study or Domino's
 Spectacular 7's Deal, log on to . Visitors
 also can enter the Domino's Pizza "Spectacular 7's Sweepstakes" for a chance
 to win the weekend getaway of their dreams or the "pizza of their dreams" for
 a year and create the pizza of their dreams playing the Dream Pizza Catch
     About Domino's Pizza
     Founded in 1960, Domino's Pizza is the recognized world leader in pizza
 delivery. Domino's is listed on the NYSE under the symbol "DPZ." Through its
 primarily franchised system, Domino's operates a network of 7,945 franchised
 and Company-owned stores in the United States and more than 50 countries. The
 Domino's Pizza(R) brand, named a Megabrand by Advertising Age magazine, had
 global retail sales of more than $4.6 billion in 2004, comprised of nearly
 $3.2 billion domestically and more than $1.4 billion internationally. Domino's
 Pizza was named "Chain of the Year" by Pizza Today magazine, the leading
 publication of the pizza industry and is the "Official Pizza of NASCAR." More
 information on the Company, in English and Spanish, can be found on the web at .

SOURCE Domino's Pizza, Inc.