The pizza giant launched the chicken sub-brand in September last year to try to capture a share of the fast-growing chicken market, describing it as ‘a bold new chapter’ for the company.
The brand was initially trailed at 187 of Domino’s sites in the northwest of England and Northern Ireland.
The CHICK ‘N’ DIP offer, which is available to order in-store, online, on the app from today (9 February), comprises a selection chicken tenders, wings, and boneless bites, with a choice of nine dips inspired by global flavours - Garlic Aioli; BBQ, Hot Honey; Ghost Chilli Glaze; Katsu Curry; Mexican Mayo; Teriyaki, Garlic & Herb, and Buffalo Hot.
Domino’s says the new offer has driven incremental sales by increasing menu choice and basket size. Data from the regional trial showed that more than 80% of CHICK ‘N’ DIP were orders placed alongside pizza.
“CHICK ‘N’ DIP is an exciting new concept that is built on the same operational platform that has driven Domino’s success for decades,” says Nicola Frampton, interim CEO of Domino’s Pizza Group.
“Pizza remains at the heart of our business, and it is encouraging to see customers choosing pizza and CHICK ‘N’ DIP together.
“We are confident that chicken will drive incremental growth for Domino’s, helping us to serve additional customer occasions while continuing to lead the market in pizza.”