TOLEDO, Ohio — As the mid-January reality check sets in for many ambitious resolutions, Marco’s Pizza is launching a dual-pronged strategy to keep customers on track. On Monday, January 12, 2026, the fast-growing pizza chain announced a new campaign focused on “flexible” dining, highlighting its lower-carb cauliflower crust options alongside aggressive new price points for budget-conscious families.
The initiative addresses the two most common New Year’s goals: eating healthier and saving money. According to a YouGov poll cited by the brand, 22% of Americans resolved to eat healthier in 2026, while 21% aimed to save more money.
The “Lighter” Pizza Strategy
Central to the “healthier” pillar is Marco’s Cauliflower Crust. Unlike some competitors who treat alternative crusts as a limited-time novelty, Marco’s is positioning its cauliflower option as a permanent, flavor-forward staple. The crust contains 160 calories per slice, fewer carbohydrates, and less sodium than traditional dough, without using artificial colors or preservatives.
Marta DeAguiar, Vice President of Brand and Field Marketing, explained the approach:
“At Marco’s, we know resolutions stick when choices feel doable. Whether guests are looking to make lighter choices, stretch their food budget, or do both at once, Marco’s makes it easier to enjoy pizza in ways that feel realistic, enjoyable and sustainable.”
It is important to note that while the crust is “gluten-friendly,” Marco’s kitchens are not gluten-free environments, so the option is marketed toward lifestyle dieters rather than those with Celiac disease.
New “Everyday Value” Price Points
On the financial side, Marco’s is introducing two new permanent price anchors to compete with the “value wars” currently dominating the fast-food sector:
- $8.99 Medium 1-Topping Pizzas: A competitively priced entry point for smaller households or lunch orders (Price is $10.99 in CA, CO, and Las Vegas with code M1T1099).
- $12.99 Large Pepperoni Magnifico®: A significant discount on one of the brand’s signature premium pizzas, which features Old World Pepperoni® and romesan seasoning (Price is $14.99 in CA, CO, and Las Vegas with code PEPMAG14).
These offers are available via the Marco’s app and website using codes M1T899 and PEPMAG12, respectively.
Why It Matters
This move by Marco’s signals a shift in the “Pizza Wars.” While major players like Domino’s and Pizza Hut often focus on deep discounts or wild limited-time offers (LTOs), Marco’s is attempting to straddle the line between “premium quality” and “value.” By highlighting a health-conscious product (cauliflower crust) simultaneously with a value-conscious one ($8.99 pizza), the brand is casting a wide net to capture the “veto vote”—the family member who typically says “no” to pizza because of diet or budget concerns. Contact Us!
