Domino's Pizza made a move this week to get a leg up in the fast food game, particularly the chicken arena. On Monday, the chain announced plans to start offering its Specialty Chicken, adding a pizza-like twist to its already popular boneless chicken.
The new item features chicken bites covered with various pizza toppings and sauces and baked. Some had originally misinterpreted the news as meaning that Domino's was introducing a pizza with a crust made out of chicken, but as Huffington Post points out, that's not quite the case (as cool as it sounds). No dough is included anywhere in the dish, just extra-special chicken. A chicken base, if you will.
Customers will be able to choose between four flavor combos: Classic Hot Buffalo, Sweet BBQ Bacon, Spicy Jalapeno Pineapple, and Crispy Bacon & Tomato. The chicken dish will be available at Domino's locations nationwide starting April 21 and are set to go for $5.99.
An ad for the new item asserts that failure is indeed an option, and chef Tate Dillow says the company would never have come up with such an offering if it "gave up after every mistake."
"We cannot be afraid to fail. Sounds crazy, but it's who we are," Domino's EVP of operations Scott Henshaw adds later in the spot.
The second-biggest seller behind pizza for Domino's also happens to be chicken, so jazzing it up and re-branding it as a new item seems like a natural fit. It's also somewhat cost effective, as the chains already have chicken and toppings on hand and won't need to stock extra ingredients. The chain has reportedly been offering boneless chicken on its menu for over 20 years, and sales of boneless chicken are up 11 percent in restaurants overall since 2011.
But wait, there's even more chicken news. If the Specialty Chicken launch next week wasn't enough, KFC has also announced that it is bringing back the (some would say infamous) Double Down sandwich on the very same day. The Double Down also swaps out sandwich bread for two chicken fillets with bacon and cheese in between. It first debuted in 2010 and has had an on-again, off-again relationship with KFC's menu but will be available again starting Monday. What a time to be alive.