Domino's Pizza (DPZ) said Monday it is adding a gluten-free crust to its menu offerings. The country's largest pizza-delivery chain worked with the National Foundation for Celiac Awareness to develop a crust that people who suffer from mild gluten intolerance can eat.
According to an article in USA Today, as many as 8 percent of Americans have cut gluten, a protein found in wheat, rye and barley, out of their diets. This means eschewing foods like bread, pasta, beer — and pizza. The National Foundation for Celiac Awareness said some 18 million people are classified as gluten-sensitive and suffer gastrointestinal distress if they consume the protein.
Domino's president and CEO J. Patrick Doyle said in a statement that the decision to offer a gluten-free crust was driven by requests from customers. It's also a smart move from a revenue perspective. The demand for gluten-free foods has grown to a $6.2 billion market. Domino's gluten-free pizza, which is available in the small, 10-inch size only, will cost a few bucks more than the regular crust. (It's more expensive to produce gluten-free baked goods than their conventional counterparts.)
Domino's cautions that its new pie isn't for anyone with severe gluten intolerance, otherwise known as celiac disease. Since the gluten-free pizzas will be prepared and baked in kitchens that also cook standard pizzas, people whose symptoms are triggered by cross-contamination should steer clear.