Dairy Management Inc (DMI), the dairy marketing group in the US, has worked with American pizza giant Domino’s for the past three years to improve its pizzas. As a result, the volume of cheese sold by Domino’s has increased by 23% in 2010, versus 2009’s figures, according to Brandon Solano, vice president for marketing and retail innovation, speaking to Dairy Herd Management recently. Pizza accounts for around 25% of the cheese eaten in the US, according to the company.

DMI helped by spending money on marketing efforts in conjunction with Domino’s, such as the two-topping, large pizzas for $5.99 (EUR4.43), which are sold at deep discount but make up in volume what they lack in profitability. Sales were also up by 9.9% for the pizza chain in 2010.

DMI has also been working with Domino’s on pizza quality, which has led to the chain using alternative cheeses such as Feta and Parmesan on its artisan pizza range. The Wisconsin 6 Cheese pizza rolled out by Domino’s earlier in 2011 has 82% more cheese than its standard pizzas.