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In The News: Domino’s introduces a gluten free pizza crust . . . with a caveat

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


3 Responses to “In The News: Domino’s introduces a gluten free pizza crust . . . with a caveat”

  1. Cynthia Ventura
    May 17th, 2012 @ 3:17 pm

    I think it’s a big waste of time and as you said just another case of bandwagon jumping.

    Not sure who would feel comfortable consuming this pizza unless it is those omitting gluten from their diets for non-health reasons.

    Shame on you Dominos. I hope your silly experiment fails and you learn the right lesson from this: don’t go into gluten free half-trying. It should be all or nothing. This is a big nothing.

  2. Tiffany McCullough
    May 22nd, 2012 @ 4:55 am

    Thanks for your review of Dominos GF pizza! Was so excited at first to find out that a big chain pizza store might provide a GF pizza. Now I’m totally dejected and am very proud of those manufacturers that go “the extra mile” for us GF free people. Can’t trust anyone these days. I hope this info is spread far and wide and I’ll never ever buy anything from Dominos. I don’t purchase any Dominos products and now would not even consider doing so in my wildest imagination. Who needs to get sick eating food….not me!

    Additionally, your GF product reviews are supremely helpful to me if I do decide to buy any manufactured GF products.

    You go girl!

  3. Jason (Gluten Free / Dairy Free NJ)
    May 22nd, 2012 @ 2:31 pm

    I think this just feeds the myth that those of use who are gluten sentitive / gluten intolerant can continue to eat small amounts of gluten. Dr. Fasano from the Center for Celiac Research at the University of Maryland points out that “individuals who have been diagnosed with a gluten-related disorder should NOT consume this product.” Full statement here:

    Two years ago most doctors didn’t even believe that gluten intolerance was real. Now Domino’s wants me to believe that there will be no long term health effects if I consume their contaminated pizza?

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