Domino's to trial new chicken brand across the northwest, NI

(Sharecast News) - Domino's Pizza Group has announced the launch of a new chicken sub-brand, CHICK 'N' DIP, which it is trialling in nearly 190 stores across the northwest of England and Northern Ireland. The trial, which will run in 187 stores before being scaling nationally, marks "a bold new chapter for Domino's", according to Andrew Rennie, the chief executive of the UK-based master franchise of the American pizza chain.

Domino's said CHICK 'N' DIP has been designed to capture a share of one of the fastest growing markets in casual dining and help drive further growth for the core UK and Ireland business.

CHICK 'N' DIP, which will serve hot and crispy tenders, winds and boneless bites, will be fulfilled from the existing national supply chain and kitchens "with minimal capital investment", the company said.

"By creating a dedicated concept that combines globally inspired flavours with high-quality chicken, we're opening up a significant opportunity for our UK & Ireland business, alongside continued growth in our core pizza business, where we have significantly increased our market share," Rennie said.

"CHICK'N'DIP is a fantastic product with the potential to be a powerful new growth lever, underpinned by our loyal customer base and trusted delivery."

Domino's shares were flat at 210p in early deals on Monday.