Posted on | May 16, 2012 | 3 Comments
Dominos Pizza recently announced it was rolling out a gluten free crust as an option for “mildly gluten sensitive” consumers. On their website, it says:
Domino’s pizza made with a Gluten Free Crust is prepared in a common kitchen with the risk of gluten exposure. The National Foundation for Celiac Awareness supports the availability of Domino’s Gluten Free Crust, but cannot recommend the pizza for customers with celiac disease.Customers with gluten sensitivities should exercise judgment in consuming this pizza.
(Does anyone else find it odd that the NFCA supports this, despite that it is not safe for individuals with celiac disease? )
From what I understand, the pizza crusts are contaminated with the same prep areas as their gluten crusts, shared utensils ( ladles, pizza cutters) with gluten crusts, and shared contaminated toppings from gluten crust pizzas. In a nutshell, the end result is not a gluten free pizza, but a gluten-reduced pizza due to the crust that is free from gluten ingredients.
What the…. seriously? If you are going to make an effort to create and market a gluten free crust to serve the gluten free community, yet not even attempt to prevent cross contamination… why bother?
To me, it seems like just another company jumping on the fad diet bandwagon, trying to cash in on the added $3 per pizza surcharge for the gluten free crust. To me, they missed out on a huge opportunity to broaden their customer base and increase positive press.
What do you think about Dominos marketing of a gluten free crust, but not going the extra mile to make it a gluten free pizza? Is it good enough to promote awareness and options? Or did they make a mistake and are just jumping on a fad diet bandwagon? Is there a large enough consumer base of “mildly” intolerant people to support this move? Let’s hear what you think!
Dominoes FAQ regrading their gluten free crust and cross contamination
CBS News Story: Domino’s gluten free pizza crust not for those with celiac disease