Domino's Pizza is launching a new range of thinner, Italian-inspired pizzas in a strategic move to compete directly with restaurant rivals and tap into the growing demand for premium at-home dining experiences. The takeaway giant announced the rollout as a response to increasing consumer appetite for what it calls a "restaurant experience at home."
New Italiano's Range Details
The new "Italiano's" pizza collection will feature five distinct pizzas, all crafted with a thinner-style crust and topped with Italian-inspired ingredients. Highlights include spicy nduja sausage, creamy goat's cheese, and a delicate pesto drizzle, designed to appeal to more discerning palates.
Targeting New Customers and Occasions
Domino's, traditionally popular among students and younger demographics, stated that this menu expansion addresses the rising demand for elevated takeaway options during special at-home occasions. Chief executive Nicola Frampton explained, "We're observing that for specific moments—be it a date night or a relaxed evening in—people are increasingly seeking something that mimics a restaurant-quality experience at home. This range enables us to capitalise on those opportunities."
Competitive Landscape in the Pizza Market
The launch comes as restaurant chains like Pizza Express continue to grow their Romana pizza menu, offering thinner, crispier pizzas at higher price points. Pizza Express has also expanded into supermarkets, catering to consumers who dine out less frequently but desire upgraded home meals.
Meanwhile, newer entrants such as Franco Manca, a sourdough pizza chain founded in 2008, have seen rapid expansion, now operating approximately 70 restaurants across the UK. In contrast, Pizza Hut has faced challenges in the casual dining sector, with around half of its restaurants closing last year after falling into administration.
Strategic Growth Amid Declining Orders
Domino's initiative follows a reported slight decline in order numbers last year, prompting the company to seek new avenues for growth. Ms Frampton emphasised that the Italiano's range exemplifies how Domino's is evolving its pizza offerings to attract new customers and unlock fresh growth opportunities.
By introducing thinner pizzas with premium toppings, Domino's aims to broaden its customer base and compete more effectively in a market where consumers increasingly seek restaurant-quality meals from the comfort of their homes.
