Domino’s Pizza Group introduces CHICK ‘N’ DIP: a bold move to unlock growth in the fast-growing chicken category

Domino’s Pizza Group (“Domino’s” or “DPG”) today announces the launch of CHICK ‘N’ DIP From Domino’s, an exciting and innovative new chicken concept designed to capture a share of one of the fastest growing markets in casual dining.

CHICK ‘N’ DIP is being trialled in 187 Domino’s stores in the North West of England and Northern Ireland, marking the first step in a wider ambition to scale CHICK ‘N’ DIP nationally.

Chicken is one of the fastest-growing categories in the Quick Service Restaurant industry, showing sustained double-digit growth in recent years, fuelled by flavour innovation and strong consumer demand.

Strengthening the core UK & Ireland business is a key priority, and while Domino’s already sells chicken as a side dish, internal research showed only a third of customers knew about it.

CHICK ‘N’ DIP is a bold initiative to drive orders alongside the brand’s share of the pizza category, which increased by nearly 5% to over 50% of the market in the first half to the end of June. On average, customers visit Domino’s 4.3 times a year, and the introduction of CHICK ‘N’ DIP gives customers even more reasons to order.

CHICK ‘N’ DIP offers a distinctive range of hot and crispy Tenders, Wings, and Boneless Bites, all paired with nine globally-inspired dips. From Hot Honey to Ghost Chilli Glaze, the dips are designed to allow customers to mix, match, and explore a range of flavours - smoky, spicy, tangy, and sweet.

Domino’s has an unrivalled UK-wide supply chain and a world-class delivery model, with customers receiving their orders on average in under 25 minutes. This expertise has been honed over the brand’s 40-year history making it is uniquely placed to deliver CHICK ‘N’ DIP at scale across the UK & Ireland.

Andrew Rennie, CEO, Domino’s Pizza Group, said: “CHICK ‘N’ DIP is a bold new chapter for Domino’s. By creating a dedicated concept that combines globally-inspired flavours with high quality chicken, we’re opening up a significant growth opportunity for our UK & Ireland business. This fantastic new product, millions of loyal customers and our trusted delivery model, is why we believe CHICK ‘N’ DIP has the potential to be a powerful new growth lever for our business.”

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