The forthcoming 'Italiano's' collection will feature five distinct pizzas with lighter bases and sophisticated Italian-inspired toppings, including nduja, goat's cheese, and a pesto drizzle. Domino's aims to attract new customer segments with this range, broadening its appeal beyond traditional student and younger demographics. According to major media reports, the chain's chief executive said the range responds to people seeking restaurant-style experiences at home and represents an evolution of its pizza offering to unlock growth opportunities. The exact launch date, pricing, and projected sales impact remain unknown.
The launch comes amid a competitive landscape where Pizza Express has continued to expand its Romana pizza menu, a thinner and crispier version that sells for a higher price. Pizza Express also sells branded pizzas in supermarkets to cater to people eating out less frequently. Meanwhile, newer pizzerias like sourdough pizza chain Franco Manca have grown rapidly, having been founded in 2008 and now running about 70 restaurants across the UK.
In a broader business context, takeaway and eat-in chain Pizza Hut has struggled against an under-pressure casual dining sector, with around half its restaurants shut down last year after falling into administration. Domino's wants to expand its pizza offering and customer base after reporting a slight decline in order numbers last year. The chain recently introduced its Chick 'N' Dip sub-brand to capitalise on increasing demand for chicken. Domino's recently said 2026 had got off to a good start and it was hoping for a sales boost from Chick 'N' Dip while aiming to open new shops.