DOMINO’S PAIRS PREMIUM PIZZA WITH ACCESSIBLE LUXURY IN SHINOLA COLLABORATION

Domino’s Pizza is elevating indulgence with the launch of its Slice Sauce and a collaboration with Shinola, offering customers exclusive access to discounted luxury watches and leather goods. The initiative blends everyday dining with attainable luxury, wrapped in striking black and gold branding across both food and merchandise.

In a move that blends comfort food with aspirational design, Domino’s Pizza Inc. has unveiled a campaign that pairs its most premium pizzas with a curated selection of luxury goods from fellow Michigan-based brand Shinola. The initiative coincides with the launch of Domino’s new Slice Sauce, a creamy dip designed to elevate every bite, and reflects a broader push to merge everyday indulgence with accessible luxury.

Long associated with value-driven convenience, Domino’s is now leaning into a more elevated aesthetic. Its Handmade Pan and Parmesan Stuffed Crust pizzas already arrive in distinctive black and gold boxes, signalling a premium experience. The new Slice Sauce follows suit, packaged in the same striking colour scheme, reinforcing the brand’s repositioning of indulgence as both visual and culinary.

Customers who order these pizzas before 7 May 2026 will receive password-protected access to shop a limited collection of Shinola products at preferential prices when the online store opens the following day. The range includes watches and leather goods subtly customised with Domino’s design cues, all presented in bespoke black and gold packaging.

Among the highlights are the 39mm Mechanic Watch priced at $1,350, the Canfield Sport Chronograph models in 40mm and 45mm variants, and several iterations of the Runwell watch, alongside practical accessories such as a zip travel kit, laptop tech case, trifold wallet and card holder. The offering aims to bridge the gap between high-end craftsmanship and everyday affordability.

Kate Trumbull, executive vice president and chief marketing officer at Domino’s, described the collaboration as a natural fit between two iconic Michigan brands. She noted that while customers have long enjoyed Domino’s most decadent pizzas at accessible prices, the partnership now extends that philosophy into lifestyle products, offering what she called “attainable luxury”.

The campaign underscores a growing trend among global brands to blur the lines between categories, turning food experiences into lifestyle statements. By pairing a new product launch with exclusive retail access, Domino’s is not only promoting its Slice Sauce but also creating a sense of exclusivity typically reserved for high-end fashion and design collaborations.

Ultimately, the initiative positions Domino’s as more than a fast-food chain, reframing it as a brand capable of delivering small, everyday luxuries—whether through a richer pizza experience or the opportunity to own a finely crafted timepiece at a more approachable price point.