Domino’s unveils new pizza vary to tackle restaurant rivals | EUROtoday

Domino’s is poised to launch a brand new vary of thinner-crust, Italian-inspired pizzas, aiming to faucet into the extra premium finish of the takeaway market and appeal to a wider buyer base.

The fast-food chain indicated this strategic shift responds to rising client demand for a “restaurant experience at home.”

The forthcoming “Italiano’s” assortment will function 5 distinct pizzas, distinguished by their lighter base and complicated Italian-inspired toppings, together with nduja, goat’s cheese, and a pesto drizzle.

Domino’s, historically in style with college students and youthful demographics, believes this new type of pizza will cater to the growing development for elevated at-home eating events.

Chief govt Nicola Frampton stated: “We’re seeing that for certain occasions, whether that’s a date night or a relaxed evening in, people are increasingly looking for something that feels a bit more like a restaurant experience at home, and this range allows us to tap into those moments.”

The launch comes after restaurant chain Pizza Express has continued to broaden its Romana pizza menu, a thinner and crispier model of the traditional pizza that sells for the next value.

It additionally sells a spread of its branded pizzas in supermarkets to cater to individuals consuming out much less incessantly and seeking to improve meals at residence.

Meanwhile, newer pizzerias like sourdough pizza chain Franco Manca have grown quickly, having been based in 2008 and now operating about 70 eating places throughout the UK.

On the opposite hand, takeaway and eat-in chain Pizza Hut has struggled towards an under-pressure informal eating sector, and round half its eating places have been shut down final 12 months after falling into administration.

Domino’s has stated it needs to broaden its pizza providing and buyer base, after reporting a slight decline so as numbers final 12 months.

Ms Frampton stated the Italiano’s vary was a “strong example of how we’re continuing to evolve and broaden our pizza offering, attract new customers and unlock new occasions for growth”.

Domino’s not too long ago launched its Chick ‘N’ Dip sub-brand, a nationwide initiative designed to capitalise on the quickly growing demand for hen throughout the UK.

Domino’s not too long ago stated 2026 had acquired off to an excellent begin and it hoped for a gross sales enhance from Chick ‘N’ Dip whereas aiming to open a swathe of recent outlets.