Domino's Rolling out Specialty Chicken

Domino’s Pizza is introducing a new chicken menu that includes putting pizza toppings on breaded, boneless chicken pieces. They are dubbing the menu Specialty Chicken. These new menu items will hit the stores on April 21st.

J. Patrick Doyle, CEO of Domino’s says “We’re doing something with chicken that no one else is doing. We look at this as an opportunity to do chicken with a twist.”

The pizza industry is a $35 billion industry. Pizza chains are constantly looking for new ways to grow their business. Many already sell items like chicken wings. Pizza delivery sales took a hit during the past few years, but with the economy being a bit more stable, that segment of the industry is rebounding well. The big pizza chains are looking for ways to keep the customers interested with new offerings outside of the traditional pizza realm.

Chicken, in particular is doing well for many restaurants. Sales of boneless chicken are up 11% in the past three years. Domino’s already sells more chicken than any of their other non-pizza items including pasta, salads and drinks. They have been selling chicken wings for over 20 years. The new Specialty Chicken allows customers to top their chicken with their favorite pizza toppings and the stores don’t need to bring in different ingredients.

The four offerings that will kick off the campaign are Crispy Bacon & Tomato, Spice Jalapeno & Pineapple, Classic Hot Buffalo and Sweet BBQ Bacon.



Posted on April 16, 2014 at 10:00 AM