Domino’s LTO Aims to Drive Mushroom Pizza Mania

Domino’s and The Mushroom Council have partnered to make mushrooms — the pizza company’s most popular vegetable topping — even more irresistible to customers this summer with its “Best Deal Ever” promotion, offering any pizza with any toppings for the value price of $9.99.

The promotion, which kicked off July 7 and continues through August 3, includes a “secret menu” pizza that features Domino’s Crunchy Thin Crust with alfredo sauce, spinach, feta, green peppers, onions, mushrooms and Parmesan and Asiago cheeses.

The organizations say they are collaboratively promoting the “Best Deal Ever” promotion with mushroom-centric influencer activities and paid and earned social media amplification. The collaboration is expected to reach more than 100 million impressions across Facebook, Instagram, TikTok, YouTube Shorts and Snapchat in July.

“The influencer campaign kicked off on day one of this promotion to build momentum behind the ‘Best Deal Ever’ promotion and the secret menu developed by Domino’s talented chefs,” says Cristie Mather, The Mushroom Council’s vice president of marketing. “Domino’s has an incredibly strong social media and influencer program, and the mushroom love among the popular Domino’s influencers is incredible.”

TikTok influencers including @akhsulie, @eatsbynatt and @mckennaiseating have posted mushroom content touting: “Mushroom lovers, we up!”, “I have fallen in love with mushrooms this year,” and “I am such a mushroom girly, so this pizza is everything to me.”

To promote the secret menu mushroom and veggie custom pie, Domino’s, with support from The Mushroom Council, is encouraging customers to order this special pizza on Mushroom Monday or any day of the week during the “Best Deal Ever” promotional period.

“Our partnership with Domino’s aims to increase the total volume of mushrooms served this summer by keeping them top of mind and relevant to summer eating occasions,” Mathers says. “Our consumer research shows that ‘pizza’ is the first word that comes to mind when people think of mushrooms. Whether they are heavy, medium or light mushroom shoppers, pizza is a perfect place to get your ‘shroom on.”

“All summer long The Mushroom Council is helping to keep mushrooms on the plate for everyday seasonal meals, whether grilled in the backyard, conveniently assembled in the kitchen, or delivered to your door by Domino’s,” she adds.

America’s love of pizza helps drive mushroom consumption, with pizzerias nationwide reporting that mushrooms are the No. 2 most-ordered topping — second only to pepperoni — according to the 2024 Slice of the Union report.

“With mushrooms being our most popular veggie topping, we are proud to inspire Domino’s customers with new ways to enjoy them this summer,” says Carrie Ballew, Domino’s vice president, chief procurement officer. “The ‘Best Deal Ever’ promotion allows us to do what we do best, which is offer customers delicious pizza at an unbeatable value. For everyday family meals or for large summer gatherings, now is a great time to take advantage of this deal and get creative in satisfying those mushroom pizza cravings.”

Founded in 1960, Domino’s Pizza is a global enterprise of more than 21,300 stores in over 90 markets. Its system is comprised of independent franchise owners who accounted for 99% of Domino’s stores as of the end of the first quarter of 2025. Domino’s says its global retail sales topped $19.2 billion in the trailing four quarters ending March 23.