LET THEM EAT [LAVA] CAKE! Domino’s celebrates 40 years in Australia

Domino’s is celebrating forty years of operations in Australia by inviting customers to indulge in a new, limited-edition menu item: Ruby Red Velvet Lava Cake.

Available from today for just $6.00, the red velvet takes on the beloved Choc Lava Cake that Domino’s enthusiasts know and love, filled with a molten chocolate centre that oozes luxury with every bite.

Why the Ruby Red Velvet Lava Cake, you ask? Ruby is the fortieth anniversary gift, symbolising love and passion – two words that naturally come to mind when you think of your favourite Domino’s pizza (or dessert).

Domino’s ANZ Chief Marketing Officer Allan Collins said the Ruby Red Velvet Lava Cake is a way to share in the celebrations nationwide.

“Domino’s is a meal best shared – by reimagining the Choc Lava Cake, we’re extending the celebration from our doors to your dinner table so you can take a bite into our rich history that began in Australia 40 years ago,” Mr Collins said.

“First introduced to our menu in 2009, the Choc Lava Cake quickly became an Aussie icon itself. Now, we're proud to serve hundreds of thousands of Lava Cakes to Aussies each year.”

Domino’s first opened its Australian doors in Springwood, Queensland in December 1983.

Just four years later, Domino’s now Group CEO and Managing Director Don Meij began his pizza journey at Silvio’s dial-a-pizza in Redcliffe as a delivery driver.

When Silvio’s and Domino’s combined forces in the 90s, the iconic ‘box with the dots’ became a long-standing symbol of food delivery excellence – and the rest is a pizza history.

With an unwavering passion for pizza, people and possibility across his 36+ years in the business, Mr Meij is proud of the hard yards paved by the brand across its history.

“Our story is one of inspiration, featuring people, products and services that have shaped Domino’s into the business it is today: one of the largest and most dominant pizza companies globally, with a 52 per cent share of all pizzas sold in Australia,” Mr Meij said.

“In 2009, Domino’s became the first pizza company to launch an online ordering app. In 2016, we led the way in pizza delivery by drone. Over the past 40 years, we have consistently set and achieved ambitious goals.

“Our drive to overcome all barriers in delivery has led us to exponential growth and continuous innovation, from e-bikes to online ordering. 

“Of course, Domino’s would not have succeeded without our franchisee partners and team members – the foundation, or pizza base, if you will, of our business, and the most important ingredient of all.

“I am so proud of our people, and even more proud to share that we have a large number of franchisee partners who celebrate their 20, 35, 30 and 35th anniversaries with Domino’s this year.

“They say the proof is in the pudding – in this case, it’s a Ruby Red Velvet Lava Cake. If this is everything we have accomplished in 40 years, it’s just a taste of all the sweet things to come in the next four decades and beyond!”