Domino's has unveiled a fresh venture into the rapidly expanding fried chicken sector as it seeks to navigate challenging economic headwinds.
Chief executive Andrew Rennie described the new menu offerings – tenders, wings, and boneless bites accompanied by nine "globally-inspired" dips – as a "bold new chapter for Domino's", as reported by .
Rennie further stated that the initiative would "open up a significant growth opportunity for our º£½ÇÊÓƵ and Ireland business."
The bid to rival industry giants such as KFC and Popeyes arrives during substantial expansion in the fried chicken marketplace as Britons seek more affordable alternatives to casual dining.
Casual dining establishments declined by four per cent in 2024, whilst quick service restaurant locations increased by five per cent, driven by a 12 per cent surge in chicken chains, data from Meaningful Vision shows.
Domino's indicated that its "key priority" remains bolstering the core º£½ÇÊÓƵ & Ireland operation, which has faced growth challenges this year.
"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," Rennie said.
The announcement follows City AM's report last week that Raising Cane's, the American fast food behemoth which has achieved viral status on TikTok, had confirmed intentions to launch its inaugural º£½ÇÊÓƵ venue next year.
The company plans to establish its flagship location at 21-22 Coventry St in London's West End by the close of 2026.
A precise opening date remains to be confirmed. The location is planned to be the first of up to five initial entries inside the capital and across the º£½ÇÊÓƵ which it hopes to open in the months following.
The site chosen is a former Angus Steakhouse restaurant and is located between Piccadilly Circus and Leicester Square.
'It feels like Domino's is 10 years too late'
AJ Bell investment director Russ Mould said: "Having tested the water with a lunch menu that added wraps to its smorgasbord of goodies, Domino's is now going one further with a new chicken brand.
"The launch of Chick 'N' Dip isn't as radical as it might first seem. Domino's already offered chicken as a side dish and pots of dipping sauce with its pizzas.
"Chick 'N' Dip effectively takes those core items as the backbone of a new brand to drive earnings.
"It's a clever and low-cost way to capitalise on what's already in the store and in its existing supply chain.
"Expanding the range of dips is straightforward, and operating from pizza shops means limited capital expenditure.
"The big risk is that Domino's is trying to tap into a market that's already chock-a-block.
"Wingstop, Popeyes and Slim Chickens are some of the newer names popping up across the country, on top of an existing estate that is densely populated by the likes of KFC, Nando's and a host of local brands.
"Yes, fried chicken is very popular, but it feels like Domino's is 10 years too late to exploit the opportunity.
"A fried chicken meal is much cheaper than buying a pizza, meaning that Domino's risks its customers spending less by choosing a poultry dish over 10 slices of Pepperoni Passion."
Domino’s struggles with ‘difficult’ market conditions
In its most recent trading update in August, Domino's informed markets that the market environment has grown "more difficult" this year, despite expanding its share of the pizza market to over half.
"Having faced a 10 per cent minimum wage increase [last year], our franchise partners faced a further significant labour cost increase [this year]," the company said.
Total sales at Domino's rose 1.3 per cent to £777.8m in the 26 weeks to 29 June, whilst revenue climbed 1.4 per cent to £331.5m.
Rennie added that "weaker consumer confidence, increased employment costs and uncertainty ahead of the Autumn statement" has all contributed to tough conditions.
"There's no getting away from the fact that the market has become tougher both for us and our franchisees," Rennie said.
