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
People who prefer traditional, single meat toppings described themselves
as being irritable, argumentative, procrastinators, who frequently
conveniently "forget" obligations at work and at home.
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
* 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 http://www.PizzaofYourDreams.com . 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.