The Italiano’s range features five pizzas built on a hand-stretched ‘Italian-style’ crust, designed to deliver what the pizza delivery giant describes as an ‘elevated eating experience’.
Options include the Classico Chicken & Pesto (vine-ripened tomato sauce, mozzarella, chicken breast strips, tomatoes, green and red peppers, red onion, topped with a basil pesto drizzle); and the Gusto Goat’s Cheese & Pepperoni (vine-ripened tomato sauce, mozzarella, pepperoni, goat’s cheese crumb, red onion and Peppadew piquanté peppers).
Domino’s is not the only major player looking to switch things up in the UK’s rapidly changing pizza market.
Just last week, rival Papa Johns unveiled a new range of sourdough pizzas as it looked to tap into what it described as the growing market for ‘hand-crafted’ pizzas.
Both initiatives appear to be a direct response to Italian-inspired casual dining brands - not least Pizza Express - seeking to take a bigger slice of the pizza delivery market.
Last year, Pizza Express launched a range of New York-inspired pizzas designed around larger, sharing occasions as it looked to tap into growing demand for ‘more indulgent’ at-home dining.
Domino’s says Italiano’s is designed to complement its existing range and cater to ‘those moments when customers are looking for something a little more premium at home, while maintaining the convenience, speed and consistency Domino’s is known for’.
“Italiano’s is all about giving our customers more choice and more ways to enjoy Domino’s,” says Nicola Frampton, CEO of Domino’s Pizza Group. “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.“
“Italiano’s brings a different style of pizza to our menu, with thinner bases and authentic Italian-inspired flavours, while still offering the same great value and convenience our customers expect. It’s a strong example of how we’re continuing to evolve and broaden our pizza offering, attract new customers and unlock new occasions for growth.”
Domino’s has just over 1,300 stores across the UK and Ireland, making it the largest player in the pizza delivery market.