Domino’s is poised to launch a new range of thinner-crust, Italian-inspired pizzas, aiming to tap into the more premium end of the takeaway market and attract a wider customer base.
The fast-food chain indicated this strategic shift responds to growing consumer demand for a "restaurant experience at home."
The forthcoming "Italiano" collection will feature five distinct pizzas, distinguished by their lighter base and sophisticated Italian-inspired toppings, including nduja, goat’s cheese, and a pesto drizzle.
Domino’s, traditionally popular with students and younger demographics, believes this new style of pizza will cater to the increasing trend for elevated at-home dining occasions.
Chief executive Nicola Frampton said: “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 expand its Romana pizza menu, a thinner and crispier version of the classic pizza that sells for a higher price.
It also sells a range of its branded pizzas in supermarkets to cater to people eating out less frequently and looking to upgrade meals at home.
Meanwhile, newer pizzerias like sourdough pizza chain Franco Manca have grown rapidly, having been founded in 2008 and now running about 70 restaurants across the UK.
On the other hand, takeaway and eat-in chain Pizza Hut has struggled against an under-pressure casual dining sector, and around half its restaurants were shut down last year after falling into administration.
Domino’s has said it wants to expand its pizza offering and customer base, after reporting a slight decline in order numbers last year.
Ms Frampton said the Italiano’s range 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 recently introduced its Chick 'N' Dip sub-brand, a nationwide initiative designed to capitalise on the rapidly increasing demand for chicken across the UK.
Domino’s recently said 2026 had got off to a good start and it was hoping for a sales boost from Chick ‘N’ Dip while aiming to open a swathe of new shops.
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