Domino’s Introduces Specialty Chicken as New $5.99 Menu Item

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Domino's New Menu

Domino’s has introduced a new item on their menu called, “Specialty Chicken.”

It includes 12 pieces of boneless chicken and layers of Domino’s sauces, cheeses and pizza toppings to create four varieties of the side item: Crispy Bacon & Tomato, Spicy Jalapeño-Pineapple, Classic Hot Buffalo and Sweet BBQ Bacon.

The Specialty Chicken will be available in Domino’s $5.99 mix-and-match value offer that also lets customers select the chain’s pastas, sandwiches and medium, two-topping pizzas.

Boneless chicken sales in the fast food industry grew 11 percent in the three years ended February 2013, according to NPD data cited by Domino’s. Domino’s supply chain distributed more than 6.5 million pounds of boneless chicken to U.S. stores in 2013 for boneless wings alone. Since the new dish is an easy add-on to a pizza order, it has potential to boost the average check.

“We are proud to be known as a pizza company, but Specialty Chicken shows we are not afraid to step out of our comfort zone and take risks, something that is truly part of our brand fabric,” chief marketing officer Russell Weiner said in a statement. “Not every risk we have taken has turned out to be successful, but as a brand we have learned that sometimes you have to fail in order to be great.”

Specialty Chicken is the first new product for Domino’s since the launch of Handmade Pan Pizza in September 2012.

“We think that what we’re doing is building overall brand momentum by focusing on fewer, bigger things that are truly improving the experience for our customers,” he said. “We’ve definitely got the pipeline as we’ve slowed some of the pace of new-product launches that actually has been a very positive thing for us. It helps with execution in the stores, and it helps us make sure that the things that we are launching, we’ve got right.”

To celebrate, Domino’s will be giving away 25,000 orders of Specialty Chicken to select Facebook fans who enter on Domino’s Facebook brand page for a chance to win by day’s end.

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