Domino's, the global takeaway giant, is set to launch a new range of thinner-crust, Italian-inspired pizzas, aiming to capture a more premium segment of the market and attract a broader customer base. This strategic move responds to growing consumer demand for a "restaurant experience at home," as the fast-food chain seeks to diversify its offerings beyond its traditional student and younger demographic appeal.
Introducing the Italiano's Collection
The forthcoming "Italiano's" collection will feature five distinct pizzas, characterised by their lighter, crispier bases and sophisticated toppings inspired by Italian cuisine. Key ingredients include nduja, a spicy spreadable salami, goat's cheese, and a delicate pesto drizzle. Domino's believes this elevated style will cater to the increasing trend for special at-home dining occasions, such as date nights or relaxed evenings in.
Executive Insight and Market Context
Chief executive Nicola Frampton commented on the launch, stating, "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." This initiative comes as restaurant chains like Pizza Express expand their own premium offerings, such as the Romana pizza menu, which features thinner, crispier pizzas sold at higher prices.
Domino's is rolling out these thinner pizzas in a new Italian-inspired range, hoping to secure a slice of the more premium market and appeal to new customers. Additionally, the company sells a range of its branded pizzas in supermarkets, targeting consumers who are eating out less frequently and seeking to upgrade their home meals.
Competitive Landscape and Growth Strategy
The launch occurs amidst a dynamic competitive environment. Newer pizzerias, such as the sourdough pizza chain Franco Manca, have experienced rapid growth since their founding in 2008, now operating approximately 70 restaurants across the UK. In contrast, takeaway and eat-in chain Pizza Hut has faced challenges in the under-pressure casual dining sector, with around half of its restaurants closing last year after falling into administration.
Domino's has expressed a desire to expand its pizza offering and customer base, following a slight decline in order numbers reported last year. Ms Frampton emphasised that the Italiano's range is a "strong example of how we're continuing to evolve and broaden our pizza offering, attract new customers and unlock new occasions for growth."
Recent Initiatives and Future Outlook
This new range follows Domino's recent introduction of its Chick 'N' Dip sub-brand, a nationwide initiative designed to capitalise on the surging demand for chicken across the UK. The company has reported a positive start to 2026 and is optimistic about sales boosts from both Chick 'N' Dip and the new Italiano's collection, while also planning to open a significant number of new shops.
Overall, Domino's strategic shift towards premium, Italian-inspired pizzas reflects a broader trend in the food industry, where consumers are increasingly seeking high-quality, restaurant-style meals in the comfort of their own homes. By innovating its menu and targeting new customer segments, Domino's aims to strengthen its position in a competitive market and drive future growth.
