Domino's Launches Italian Pizza Range

Domino's is launching its new 'Italiano's' pizza range, featuring five varieties with a thinner crust and Italian-inspired toppings like nduja and goat's cheese. This initiative aims to tap into a more premium market and appeal to customers seeking a restaurant-like experience at home.

The company noted an increasing demand for elevated at-home dining occasions, such as date nights or relaxed evenings in. This new range allows Domino's to cater to these moments and broaden its customer base beyond its traditional demographic.

This strategic evolution follows similar moves by other chains and comes as Domino's reported a slight decline in order numbers last year. The new offering is seen as a key step in broadening the company's pizza selection and attracting new customers.