The Atlanta Journal-Constitution
Congratulations! It’s a pizza! MORE ONLINE
Domino’s rolls out online baby registry for new parents.
Newborn babies don’t eat pizza. But Domino’s Pizza knows their parents do.
The Ann Arbor, Mich.based chain has launched an online baby registry, where moms’ and dads’ friends and family can buy them gift cards for pizza packages with names like “Hormonal and Hangry” and “Sleeping Through the Night” to use for dadchelor parties, gender-reveal soirees or for when the tired ’rents simply are too tired to cook.
“There’s nothing more exciting — and exhausting — than welcoming a new member to the family,” said Meenakshi Nagarajan, Domino’s director of digital marketing. “From baby showers to the big delivery, our baby registry makes it easy to enjoy pizza during the exciting events leading up to the baby’s arrival and thereafter.”
Nine months ago, Domino’ s created an online wedding registry. Na ga ra jan said it was “extremely well-received” by the chain’s customers.
“Introducing a baby registry was a natural progression,” she added.
Loved ones may buy gift cards worth between $5 and $100 for the new parents.
The Domino’s baby registry Domino’s Pizza has launched an online baby registry, where moms’ and dads’ friends and family can buy them gift cards for between $5 and $100 for special pizza packages. Want more business news? Check out your ePaper. We’ve added more business coverage from USA TODAY as a bonus for our subscribers. is powered by Gugu Guru, which suggests pizza-related gifts for the new addition to the family.
The items for sale include a handmade knit pizza rattle for $16, a swaddling blanket emblazoned with pictures of pizza slices for $9.95, the
children’s book “Lorenzo, the Pizza Loving Lobster” for $11.99 and the grammatically ambiguous “Daddy Loves Me More Than Pizza” onesie for $15.79.
The Domino’s baby registry is ultimately about marketing.
“This is so much about sales; this is totally about how to get you to notice me,” said Bruce Turkel, executive creative director of the Miamibased firm Turkel Brands. “This is a tenuous reach. It’s not like Tiffany’s selling sterling silver rattles.”
Domino’s has more than 14,400 locations around the world.