Domino’s beefs up its chicken line

Feb. 20, 2011

Domino’s Pizza has added two new permanent items to its menu – boneless chicken and wings. This is the first time Domino’s has run a national promotion highlighting its chicken products since 2002.

The menu launch is part of a continued reinvention effort by Domino’s, which began in late 2009.

The chicken wings are available in hot, BBQ and new sweet mango habanero, while the new boneless chicken come with a selection of dipping sauces. The new items are available for delivery and carryout.

"We want to continue innovating, and reinventing our menu and brand – and our new chicken is the next chapter of our story," said J. Patrick Doyle, Domino's Pizza president and chief executive officer.

Russell Weiner, Domino's Pizza chief marketing officer said customer feedback outlined a demand for more choice and customization with the boneless chicken, and a better texture and flavor for the chicken wings.

"Over 80 percent of our menu consists of new, permanent menu items introduced since 2008, so the desire to continue getting better goes well beyond just our pizza," said Weiner.

Topics: Business Strategy and Profitability , Customer Service / Experience , Domino's Pizza , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management

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