LOL David! My bet is that this will all be good for the pizza sales in Brooklyn.
Its all about the marketing. Pizza Hut had a "New Yorker" pizza a while back, so Domino’s probably couldn’t use that name.
The shame about all of this is that people who buy that Domino’s Pizza will think ALL Brooklyn pizza is like that. I hope these people, when they travel to New York, don’t buy burgers or chicken instead because of their recollection of the Domino’s pizza.
I keep looking for some industry publication that wrote a profile on the marketing geniuses behind Domino’s Brooklyn Style Pizza. Don’t think we’ll see one. They are probably applying to the Federal Witness Protection Program as we speak.
I wish I could’ve been a fly on the wall when he walked into Totonno’s! That would have been a Kodak moment. I’m sure Totonno’s is runimg scared over this. I don’t think I’ll ever find a pizza that compares to those Neptune Ave. beauties. TOTONNO’S RULES!!!
I think the "suits" at Domino’s watched Saturday Night Fever one too many times and just assumed all of Brooklyn ate their pizza like Travolta. Pizza is like that all over NYC, not just in Brooklyn, but it doesn’t play as well in a marketing campaign. Its like when I lived in Boston. I didn’t grow up there but if I travelled anywhere else in the country and told people I lived in Boston, they’d immediately ask me if I "pahked my cah in Hahvad Yad"!
the photo on the first page by another poster is NOT the brooklyn.
the pep used is the brooklyn x-tra large type, but the domino’s he got it from just threw it on their regular hand tossed crust.
a regular brooklyn is a small dough ball stretched to 14" size, or to a 16" size, and does not have the large rim around the crust.
the true dominos brooklyn is pretty well flat. no ridged crust.
and if you were to take it to a true NYC pizzeria, you’d be sleeping with the fishes.
I picked up one of these babies last night…not only are they not Brooklyn, they aren’t even LeRoy NY where my wife is from.
You know oddly, I’m a folder, and a scooper of extra pizza sauce. Even with smallish, mortal, non-Brooklyn pizza.
Stephen Rushmore Jr.
For those of you who can’t get to the NY Times link, here’s the whole article:
Brooklyn Style Pizza Meets the Real Deal
By KIM SEVERSON
Published: November 8, 2006
IT took no small amount of courage to walk into one of the great Brooklyn pizzerias with a Domino s Brooklyn Style Pizza in our hands.
Skip to next paragraph
Forum: Cooking and Recipes
Left, Lars Klove; Right, Joe Fornabaio, both for The New York Times
Domino’s Brooklyn style pizza with pepperoni, left, and the pizza served at Totonno’s, in Coney Island since 1924.
Get that thing out of here, was the first thing Totonno s owner, Louise Ciminieri, said when she saw the Domino s box.
Once we explained that we were on a mission to determine exactly what constituted a Brooklyn Style pie, she softened. Sort of. When they say Brooklyn Style Pizza they re referring to us, she said. We were the first ones.
But Domino s has a lot more money than I do so I guess they know what they re doing, said Mrs. Ciminieri, who is known as Cookie.
At Totonno s in Coney Island, pizza has been made the same way since 1924. Along with its Brooklyn pizza brethren Di Fara s, Grimaldi s and Franny s, Totonno s is considered among the best in the country by people who have dedicated their lives to the subject.
We purchased our Domino s pie just a few blocks away from Totonno s on Neptune Avenue. That it was handed to us over bulletproof glass turned out to be the most authentically Brooklyn part about it.
Domino s, which began selling Brooklyn Style pies at its 5,100 United States stores last week, designed the pizza to mimic what most New Yorkers get when they go for a slice. The crust is stretched thinner than that of a standard Domino s pizza, and the cornmeal cooked into the crust gives it certain crispness. The pieces of pepperoni and wads of sausage the company suggests as toppings are freakishly large.
The slices are so big you can fold them, which, it seems, is the Brooklyn-y part.
Tony Muia, who runs A Slice of Brooklyn Pizza Tour, said the first problem with the Domino s pie is that it s cut into six slices instead of eight.
And he doesn t like the cornmeal. O.K., so you put cornmeal on the bottom of your pizza. So what? he said. You go back to Naples, there s flour on the board.
Still, any time Brooklyn gets a nod, that s not a bad thing. But anyone in the Midwest who thinks this is real Brooklyn is getting fooled, he said.
That s the basic message from Mrs. Ciminieri at Totonno s, who was finally persuaded to taste a Domino s slice in the name of research.
In Utah, they re going to love it because they use ketchup and American cheese on their pizzas, she said. It tastes like any other pizza you get at the corner slice joint. They used the same tomatoes, the same processed cheese, the same preservatives.
Domino s uses its standard sauce and a blend of mozzarella and provolone on the Brooklyn Style Pizza. At most slice stores in Brooklyn, you won t find cornmeal on the crust, and the cheese is usually a blend of shredded part skim and whole milk mozzarella. The typical sauce is usually not as sweet as Domino s, but it doesn t compare with Totonno s.
Totonno s uses unadulterated tomato sauce and thin slices of fresh mozzarella hand-pulled with just a little salt in it, and a dusting of pecorino-Romano cheese.
The Domino s pizza has an oddly sweet crust that somehow manages to blend the characteristics of cotton and rubber.
Totonno s dough is made fresh the day it s baked and is never refrigerated. The result is crust that blisters nicely in the coal-fired oven. It has an airy chew, and it cracks a little when you fold the slice.
That s just the taste Anthony Saltarelli is looking for. He had driven to Totonno s from Staten Island with his wife, Josephine, and their friends of 36 years, Jean and Al Bloise.
All I want in a pizza is to be reminded of my childho,27,248013.034,1,26174,184.108.40.206
248046,248013,248013,2006-11-08 15:55:28,RE: Dominos introduces Brooklyn Style pizza”
Domino’s Brooklyn Style Pizza is a figment of some marketing man’s imagination and some trademark lawyer’s opinion. Didn’t Pizza Hut get a trademark for their "New Yorker" pizza?
I tried one on October 29th, the day a color advertising insert appeared in a New York newspaper. Some dirt on this product: what they are advertising as a "large" size is actually made from the same size piece of dough as Domino’s Classic Hand Tossed pizza, only stretched thinner. That is the reason for only 6 slices in the pie shown on page one of this thread. They want an extra $2 for an "extra large". I have not purchased one yet to determine its diameter.
To anyone around the country (especially transplanted New York City area natives) you are going to be sorely disappointed if you think you are going to get the same pizza you remember eating within 50 miles of Times Square.
I personally think this whole thing is consumer fraud, but Domino’s hasn’t said or done anything to get a Attorney General to go after them. Again, it is a case of caveat emptor.
I got it, I just came to the party late. I’m a folder. [:D]
The only thing I get from the commercials that make it "Brooklyn Style" pizza is that the pepperoni slices are bigger than normal. Doesn’t make sense to me, but whatever. (I also haven’t clicked on any of the links, so my response could be moot by now).
You must regester to see that but it’s a neat site. Nice article! Took some guts for that guy to walk into Brooklyn pizza joints w/ a Doninos!!! Hey, those guys have knives!
And, no such thing as Brooklyn Style acording to that NY food expert. It’s the same as other NY pizzas. Well, that was then and this is now.
Let me direct ‘yall all to this particular web site I know of… [}:)]
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