Domino’s unveils new premium pizza range to take on restaurant rivals
Domino’s is set to launch a new range of thinner-crust, Italian-inspired pizzas, aiming to reach the more premium end of the takeaway market and attract a wider customer base.
The fast food chain stated that this strategic change responds to increasing consumer demand for the “restaurant experience at home”.
The upcoming “Italiano” collection will feature five different pizzas distinguished by their lighter bases and sophisticated Italian-inspired toppings such as nduja, goat cheese and pesto sauce.
Traditionally popular with students and the younger population, Domino’s believes this new style of pizza will appeal to the growing trend of eating at home.
Chief executive Nicola Frampton said: “We are finding that on certain occasions, whether it is a date night or a relaxed evening, people are increasingly looking for something that resembles the restaurant experience at home, and this range allows us to capitalize on those moments.”
The launch comes as restaurant chain Pizza Express continues to expand its menu of Romana pizza, a thinner, crispier version of the classic pizza that sells for a higher price.
It also sells its branded range of pizzas in supermarkets to appeal to people who are eating out less and want to revamp their meals at home.
Meanwhile, new pizzerias such as sourdough pizza chain Franco Manca have also grown rapidly; They were founded in 2008 and currently operate around 70 restaurants across the UK.
Meanwhile, takeaway and dining chain Pizza Hut has struggled with the under-pressure casual dining sector, with nearly half of its restaurants closed last year after it went into administration.
Domino’s said it wanted to expand its pizza offering and customer base after reporting a slight decline in order numbers last year.
Ms Frampton said Italiano’s range was “a strong example of how we continue to develop and expand our pizza offering, attracting new customers and creating new opportunities for growth”.
Domino’s recently introduced the Chick ‘N’ Dip sub-brand, a nationwide initiative designed to capitalize on rapidly growing demand for chicken in the UK.
Domino’s recently said 2026 is off to a good start and hopes for sales growth from Chick ‘N’ Dip as it aims to open new stores.
