Domino’s Pizza has just introduced its first new product in more than 2½ years.
The addition, called Specialty Chicken, is the first new product since the introduction of Handmade Pan Pizza in September 2012. It also is the chain's first offering since it implemented a strategy of “fewer, better” menu introductions.
The new offering, rolled out this week, consists of 12 pieces of boneless chicken and includes layers of Domino’s sauces, cheeses and pizza toppings to create four varieties of the side item: Crispy Bacon & Tomato, Spicy Jalapeño-Pineapple, Classic Hot Buffalo and Sweet BBQ Bacon.
“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,” chief marketing officer Russell Weiner said in a statement. “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 will be available in Domino’s $5.99 mix-and-match value offer that also allows customers to select the chain’s pastas, sandwiches and medium, two-topping pizzas.