– The Challenge of the Times – E24

– Many will probably think that this is too far out of my way, but after having an extra and cohabiting child, I understand more about what the “time squeeze” is all about, says Eyvind Hellstrøm, chef and TV celebrity of E24.

You have now been tasked with reviewing all the pizzas on the Domino’s menu.

– I see it as the challenge of all time. Having to break expectations and think differently, I think it makes sense for everyone, says Hellstrøm.

At the same time that Hellstrøm goes through the menu of the pizza chain, it will also go to the owner’s side.

– Ownership is completely marginal, it’s more about showing that I really take this task seriously. This is more of a challenge than a business for me, says Hellstrøm.

The celebrity chef still receives compensation in the form of consulting fees while working for Domino’s.

– We don’t pay you millions of crowns, but if you succeed, you get your fair share of the success, says Kjetil Graver, Domino’s CEO.

At the same time, it confirms that Hellstrøm’s stake in the company is marginal and functions more like a symbol.

Graver himself came to Domino’s in July after helping start godtlevert.no. Soon after this, the deal with Hellstrøm became clear.

New menu

In May, Domino’s ownership of the British Dominos Pizza Group changed to a Norwegian investment group. The president of the company then admitted that the pizza chain had focused too much on price and not enough on quality.

– I think it’s true, says Graver.

– This will be a restructuring operation, and if we were to get that quality boost, we needed a long-term partner of the caliber of Hellstrøm. You have the knowledge and commitment we need.

At the same time that Hellstrøm goes over the existing menu and replaces some ingredients here and there, the pizza chain will also launch a separate Hellstrøm category.

– There will be a menu relaunch in January. We don’t touch our bestsellers, but he has improved some, replaced some raw materials, and made some new ones.

The Domino’s manager also promises that Hellstrøm’s recommendations will not affect the price on the chain.

– It will be marginal. Some of the ones it has released are not particularly expensive pizzas, but simply other flavors. I can reveal that there will be a raclette pizza, among other things, and it’s one of the best I’ve ever had, says Graver.

There is no difference between gourmet and pizza.

– This is definitely a fairly new direction away from my previous gourmet experiences, but there is no difference between gourmet and pizza. It’s about loving what you do, says Hellstrøm.

In recent months, Hellstrøm says she has found that more people love what they do than she thought.

– You may have had a bias on what these industries were.

– I am impressed by the genuine people who are proud of what they are doing, and not least by the craftsmanship and proximity to the product that I did not expect at all, says Hellstrøm.

Four new pizzas will be launched in January and, finally, several more will be launched. Domino’s also confirms that a vegetarian alternative is coming.