White Lace And Pepperoni: You Can Now Register Your Wedding With Domino's

One of the most exciting parts of getting married is spending some time with your partner browsing the aisles of Macy's Inc M and other department stores to create a gift registry.

Engaged couples who are looking for something a little bit different now have a new option: Domino's Pizza, Inc. DPZ. The pizza chain announced on Wednesday the creation of a new wedding registry which will be available at dominosweddingregistry.com.

Granted, this appears to be a ridiculous concept for many, but investors should ignore this and view the new idea as a continuation of Domino's constant leadership in developing new products over the years.

The fact is Domino's continued innovation in the food industry helped the company stand out as a success story in the struggling sector. In fact, some are even comparing Domino's business model to one of the most innovative companies in the world: Amazon.com, Inc. AMZN.

Domino's Registry

Domino's registry website claims to be "the first registry for couples who prefer delicious melty cheese to crystal gravy boats."

"Valentine's Day is right around the corner, so we wanted to give recently-engaged couples that are passionate about pizza the chance to register for something they both truly love as much as their partner," Jenny Fouracre, Domino's spokesperson said in the company's press release. "Choosing wedding gifts can be a daunting process, especially if couples can't agree on what to register for. Our registry aims to bring couples together over their shared love of pizza."

The press release further explained how the registry works:

"After creating and customizing their registry, couples can choose from a variety of featured gifts to enjoy before, during and after the wedding. For those who aren't sure what to serve at pre-wedding festivities like bachelorette parties, Domino's has it covered with 'Cater the Bachelorette Party.' Registrants also have the option to treat wedding guests to pizza at the end of the reception by adding 'Dancing with My Slice' to their registry. After the newlyweds settle into their life together, they can enjoy a 'Low-key Date Night' or take advantage of 'An Excuse Not to Cook' with Domino's. All gifts will be delivered to the lucky recipients as Domino's eGift cards."