– Domino’s launches ‘brain food pizza’ to mark new store in Durham –

– Anchovies, black olives and jalapeños proven to increase brain activity –

– A quarter of students regularly order pizza as a study aid –


Domino’s, the nation’s favourite pizza, is celebrating the opening of its new store in Durham – home to famous masterminds such as Jeremy Vine – by introducing a limited-edition pizza proven to enhance brain power.

The special edition ‘Crust to Cram to’ menu has been designed with the help of Durham-based nutritionist Caroline Innes, BSc Hons Nutrition and Health Sciences. Each freshly handmade brain food pizza aims to provide university students with the perfect study snack to help boost concentration during revision and exams. Whilst Christmas may be weeks away, the menu launches on Thursday 7 December, in time for students getting ready to cram for January exams.

The pizza comes packed with mind-enhancing ingredients including anchovies – rich in Omega-3 known to support mental development and visual acuity; black olives – a high source of vitamin E known to enhance memory and cognitive skills; and red peppers – full of iron to help accelerate oxygen around the body and into the brain. Other toppings include jalapeños, chicken, red onions and mushrooms.

The launch of the new menu follows research revealing that pizza is a student favourite with a quarter (25 per cent) regularly ordering pizza as a study aid – and four in five (83 per cent) saying they can’t focus on an empty stomach. Over half (52 per cent) of students think they take in more knowledge after they’ve eaten and nearly three quarters (72 per cent) say food helps reduce study stress. Pizza was also found to be the most popular food for team brainstorms and group revision sessions. The menu is available at the new Durham store in Dragonville Retail Park, three miles from Durham University.

Nutritionist Caroline Innes comments: “The brain needs a number of different nutrients to function effectively, such as glucose, vitamins and minerals, and essential fatty acids. In collaboration with Domino’s, we have looked to use a range of toppings to create the ultimate revision treat, proven to help with cognitive function. For example, we chose chicken because it contains B vitamins which provides the brain with neurotransmitters serotonin, dopamine, and GABA (gamma-aminobutyric acid). Eaten in the right quantity, it could help improve concentration and memory, ahead of exams!”

Emily Smith, Store Manager at Domino’s Durham says, “Our research proves that pizza is the food of choice for students whilst studying, and with Domino’s being the nation’s favourite, we decided to create a snack that Einstein himself would tuck into. We hope our ‘crusts to cram to’ menu, launching in our new Durham store, will encourage students to study even more!’

The menu is available for a limited time only in the new Domino’s Durham store. Students and pizza fans outside Durham can order the study enhancing treat by using the Pizza Legend ID: BRAINFOODPIZZA1. Both meat and vegetarian options are available.


Top 10 brainy toppings:

1.      Anchovies | Omega-3 fatty acids, known to support mental development and visual acuity.

2.    Chicken | B vitamins provide the brain with neurotransmitters serotonin, dopamine, and GABA (gamma-aminobutyric acid). Imbalances of these important brain chemicals can cause anxiety, insomnia, feelings of being overwhelmed and an inability to focus.

3.       Red peppers | B vitamins and vitamin C, as well as iron which helps to transport oxygen via the bloodstream around the body, and into the brain.

4.       Red onions | B vitamins, vitamin C, as well as anthocyanins which can help eyesight.

5.       Black Olives | Iron, as well as vitamin E to enhance memory and cognitive skills.

6.       Mushrooms | B vitamins and Iron, which is particularly important as this helps to transport oxygen around the body, and into the brain.

7.       Jalapeños | Capsaicin and Vitamin C, which plays a role in the metabolism of certain minerals associated with neural pathways and brain function.

8.       Tomato | Vitamin C, anthocyanins, lycopene which can help to slow down destruction of brain cells.

9.       Sweetcorn | Vitamin C plus antioxidants zeaxanthin and lutein which are good for eye health.

10.   Herbs | Sage and rosemary are known to improve memory and concentration.


Meat option

·         Anchovies

·         Chicken

·         Red Peppers

·         Red Onions

·         Black Olives

·         Herbs

·         Mozzarella

Vegetarian option

·         Mushrooms

·         Black Olives

·         Red Peppers

·         Red Onions

·         Jalapeños

·         Herbs

·         Mozzarella


– Ends –


For further info contact the Domino’s team at Shine on 020 7100 7100 / 07850 508 412 or

 Notes to editors

Independent research company Fly Research questioned 1,000 students in December 2017

 About Domino’s Pizza Group:

Domino's Pizza Group plc is the UK’s leading pizza brand and a major player in the Irish market. We hold the master franchise agreement to own, operate and franchise Domino’s stores in the UK, the Republic of Ireland, Switzerland, Luxembourg and Liechtenstein. In addition, we have a controlling stake in the holders of the Domino’s master franchise agreements in Iceland, Norway and Sweden, as well as an associate investment in Germany. As at 24 September 2017, we had 1,149 stores across six markets.