As of today, Domino’s is now serving a pizza on a chicken base with the ambiguous name Specialty Chicken. According to the press release below, the pizza-like creation swaps a dough-based crust in favor of “12 bites of lightly breaded, 100 percent whole breast white meat chicken” which are topped like a pizza with sauces, cheeses, vegetables, and meats. The Specialty Chicken will be offered in four flavors at launch: Crispy Bacon & Tomato, Spicy Jalapeno-Pineapple, Classic Hot Buffalo, and Sweet BBQ Bacon.
The press release also states that Specialty Chicken is the “first new product for Domino’s” since September 2012. In the ad for the dish below, a Domino’s “Chicken Chef” proclaims, “If we gave up after every mistake, we wouldn’t come up with something new like our Specialty Chicken.”
The move appears to be another avenue for Domino’s to push its chicken items. USA Today notes that “sales of boneless chicken, in particular, are up 11% over the past three years,” adding that “even before the new roll-out” Domino’s “sells more chicken than anything else besides pizza.” (Back in 2012 Domino’s even removed the word “pizza” from its logo.)
The Specialty Chicken debut also follows several other attempts by Domino’s to jumpstart their image and sales. They’ve explored pizza drone technology, trendy open kitchens, and live cams of their pizzas cooking. Piling pizza ingredients on top of chicken doesn’t totally comport with Domino’s push to portray its pizzas as made by hand by “pizza artists.”
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