We are serious about our role in helping customers manage their nutritional intake and maintain a balanced diet with less sugar, fat and salt, as well as fewer calories. That’s why we are focusing on offering more great tasting choices, a balanced menu, and reformulating products to improve their nutritional value. It’s also key that our customers understand what goes into our products, so we are committed to providing clear nutritional and allergen information.

In 2023, we undertook a full nutritional review of our product portfolio to identify opportunities to increase customer choices. We’ve launched our new Nutrition Strategy so our customers always have balanced options without missing out on the same great taste.

We’re also developing and testing new products. In 2023, we trialled our Cheeky Little Pizzas range and wraps.

We’ve relaunched our plant-based menu and expanded our vegetarian menu to meet customer demand and provide more variety. We’re also reviewing which existing products on our menu with higher levels of salt, fat and sugar could be removed.

Following a successful trial in 2023, 2024 will see us expand a range of products that deliver the great taste of Domino’s with smaller portions and fewer calories.

Our new lunch menu includes wraps, which are under 450 calories, and Cheeky Little Pizzas, which are under 600 calories. We are also trialling smaller portions of our popular chicken sides and cookies in selected stores.

Communicating with customers about our product quality, new offers, value for money and high service standards is an important part of our marketing approach. It’s important that we do this in a responsible way, which is why we have a Responsible Marketing Policy which outlines the rules we set ourselves, our agencies, our franchisees and our other partners relating to our marketing communications.

Our customers expect top quality from Domino’s, and we work hard to make sure our ingredients are safe, responsibly sourced and correctly prepared. We lead the industry in terms of food management and safety standards. All stores are independently audited and are subject to external checks through the Food Standards Agency Food Hygiene Rating Scheme, as well as our own internal auditing system known as Operational Excellence Reviews. Our robust Food Safety Management system for our stores follows industry recognised standards and governs various food safety elements including product quality, food safety testing, environmental monitoring, pest control and food safety testing.

In 2022, Domino’s announced a partnership with the Natasha Allergy Research Foundation, supporting its mission to make the world safer for people living with food allergies.

Domino’s has pledged a three-year funding commitment to Natasha’s Foundation for allergy research. The Foundation’s first study – the Natasha Clinical Trial – aims to prove that everyday food products taken under strict medical supervision can be used to treat people living with food allergies. This could lead to oral immunotherapy becoming widely available on the NHS, by demonstrating how the treatment is scalable to allow access for millions of people across the UK.

The Natasha Allergy Research Foundation aims to deliver positive change by focusing on scientific and medical research, laws and policies across the UK and educating and raising allergy awareness. It is the UK’s only allergy charity dedicated to understanding the causes of – and developing ways to prevent, treat and eradicate – allergic disease, starting with food allergy.