- Domino's is poised to launch a new range of thinner-crust, Italian-inspired pizzas, named "Italiano", to tap into the premium takeaway market.
- The fast-food chain aims to attract a wider customer base by offering a "restaurant experience at home", responding to evolving consumer preferences.
- The "Italiano" collection will feature five distinct pizzas with sophisticated toppings, including nduja, goat's cheese, and a pesto drizzle.
- Chief executive Nicola Frampton stated that the range will help evolve Domino's pizza offering, attract new customers, and unlock new growth opportunities.
- This launch follows a slight decline in Domino's order numbers last year and comes as competitors like Pizza Express expand their premium pizza menus and newer chains like Franco Manca experience rapid growth.
IN FULL
Domino’s unveils new pizza range to take on restaurant rivals
