Domino's 'steps outside of comfort zone' with new specialty chicken

April 14, 2014

After a year of no new menu news, Domino's Pizza today introduced a specialty chicken line, featuring boneless chicken bites that are lightly breaded. The bites are available in four flavors:

  • Crispy Bacon & Tomato;
  • Spicy Jalapeno-Pineapple;
  • Classic Hot Buffalo;
  • Sweet BBQ Bacon.

Domino's CMO Russell Weiner said in a news release that the new specialty chicken is one of the most creative, innovative menu items the brand has ever had.

"Our pizza chefs have taken chicken to a whole new level, using our unique ingredients to create these four bold flavors. There's nothing quite like Domino's Specialty Chicken on the market today," he said.

Domino's will celebrate the launch by giving away 25,000 orders of specialty chicken to select fans who enter on Domino's Facebook page for a chance to win by day's end.

A national TV campaign beginning on April 21 focuses on "not being afraid to take risks and how some turn out better than others," according to the company.

"We are proud to be known as a pizza company, but specialty chicken shows we are not afraid to step out of our comfort zone and take risks – something that is truly part of our brand fabric," Weiner said. "Not every risk we have taken has turned out to be successful, but as a brand we have learned that sometimes you have to fail in order to be great."

Specialty chicken is the first new product for Domino's since the launch of Handmade Pan Pizza in September 2012 and will be available as part of its $5.99 mix and match deal.

Domino's first added boneless chicken and wings to the menu in early 2011.

Chicken is also the focus of rival Pizza Hut this year, as the company is promoting its WingStreet concept through national advertising for the first time ever.

Topics: Domino's Pizza , Food & Beverage , Marketing / Branding / Promotion

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