Domino’s Pizza (DPZ) is pulling out all of the stops to significantly reverse a startling trend in its stores. Over the past year, the pizza chain has noticed a gradual weakening in sales at its U.S.

Domino’s Pizza is finally releasing its own version of stuffed crust on Monday, aiming to win over the customers who are willing to spend more on the pricey pizza customization.

Internal research showed as many as 13 million Domino’s customers ordered stuffed crust pizza from competitors each year.