It could be an identity crisis lumped into a marketing campaign, but Domino’s new line of Artisan Pizzas are not open to customization, says the company.

We’ve heard similar staunchness rise from local gourmet eateries with a chef-driven menu, but is a fast food giant like Domino’s the right type of company to put their foot down on customization? Domino’s seems to think they are. Their latest sub-headline to their Artisan Pizzas reads:

We spent years perfecting its thinner, hand-stretched crust and topping combinations. One taste, and you’ll understand why when it comes to adding different toppings to our Artisan pizza, we have to say “no.”

The new 13 x 9-inch pizza variety comes in four select topping combos, Tuscan Salami & Roasted Veggie, Italian Sausage & Pepper Trio, Spinach & Feta, and Chicken & Bacon Carbonara. If you’re not a fan of any of those flavor combinations, you better be in the business of picking off certain toppings or simply ordering their normal pizza, because the chain seems pretty serious about exuding a certain level of unwavering quality with their latest product.

Is the new policy a level of pretentiousness that will hurt the brand? Or could it be a truly genius maneuver to preserve quality and give their image a level of gourmet swag their competitors could only dream of? Remember that Domino’s has spent the better part of the past couple years reformulating their recipes, products and overall brand image. They urged customers to send in photos of poorly constructed pizzas delivered to their doorstep — they seemed set on providing higher level of experience and quality to their customers.

This campaign is an extension of that image, but it will take some uphill battling to convince a customization-hopeful audience that they can’t enjoy “thinner, hand-stretched” crust any way they want it. On the other hand, kudos to Domino’s for standing up for something. It worked for this Orange County-based chef, will it work for the world’s second largest pizza chain?

Only time will tell.

Elie AyrouthTwitterFacebook

Elie is a product of Orange County, CA. In early 2012, his dentist diagnosed him with 8 different cavities, three of which on the same tooth, as a result of his 23-year Sour Patch Kid addiction.