Domino’s launches a line of artisan pizzas

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There aren’t black berets, wood-fired ovens or Italian-trained masters at Domino’s, but starting Monday there will be plenty of “Artisan Pizzas” –- a new line of pies designed with gourmets in mind.

The pizzas, each costing about $8, come three ways: with spinach and feta, with Italian sausage and peppers or with Tuscan salami and roasted vegetables.

Domino’s executives, anticipating skepticism from traditional craftspeople and slow-food devotees, say that there are “no gimmicks” in its artisan pizza launch -– just thin and crispy square crusts. With less dough involved, the pizzas have fewer calories than their cheaper predecessors, the company said.

And just like artists puting their mark on their work, executives said each pizza box will be signed by the store manager in charge. The advertising campaign features a cameo from Top Chef celebrity Fabio Viviani.

Is this the handcrafted start to a new era of fast food prepared with care? Or a clever marketing strategy from the company that recently said it would be the first quick-service restaurant with an outlet on the moon?

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-- Tiffany Hsu