Domino’s Unveils Restaurant-Style Pizzas for Home Dining
Domino’s Unveils Restaurant-Style Pizzas for Home Dining
Domino’s launches a five-pizza Italiano collection with a lighter base and premium toppings to mimic a restaurant experience at home.
Domino’s is rolling out a new five-pizza Italiano's collection featuring thinner crusts and Italian-inspired toppings, aimed at the premium end of the takeaway market. The move seeks to give customers a restaurant-like dining experience at home.
Chief executive Nicola Frampton said the trend is clear: “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.” The brand hopes the range will appeal to new customers beyond its traditional student and younger base and follows rivals such as Pizza Express expanding its Romana menu.
Each pizza in the Italiano's line is distinguished by its lighter base and toppings like nduja, goat’s cheese and a pesto drizzle, signaling a shift toward elevated at-home dining. Domino’s is also expanding its reach by selling branded pizzas in supermarkets to capture people who are eating out less often but still want a premium experience.
Industry context mirrors the move, with Franco Manca expanding rapidly and Pizza Hut facing challenges in the casual dining space. Domino’s says the new range is part of a broader strategy to broaden its offering and attract a larger audience while continuing to grow orders after a slight dip last year.
