Chicken isn’t the first thing that comes to mind when you think of Domino’s, but CEO Andrew Rennie is betting its new Chick ‘N’ Dip brand will have a ‘big impact’ on the chain’s future.
Don’t worry pizza fans, Domino’s isn’t moving away from its roots. Quite the opposite in fact: its share of the UK pizza market increased to 53.7% in the first half of the year. But it’s a highly saturated sector, with competitor Pizza Hut also feeling the pressure as cash-strapped Brits opt for cheaper supermarket alternatives.
Meanwhile, the fried chicken market is flying.
KFC estimates the UK fried chicken market is worth around £3.1bn, with further growth expected as consumer demand for fried chicken continues to outpace all other quick-service restaurant categories.
In a bold move for any pizza brand, Domino’s launched Chick ‘N’ Dip across 187 UK stores in September – a teaser for a nationwide rollout. The range, which includes three chicken tenders for £4.50 and eight chicken wings or ‘boneless bits’ for £7.50, has so far received “positive initial customer reaction”.
The chicken range comes with nine dips, including Mexican Mayo, Hot Honey, Ghost Chilli Glaze and Katsu Curry Sauce. While this adds some flavour variety, it’s hardly a unique selling point – US chain Slim Chickens, for example, offers 14 sauces on its menu.
GlobalData consumer analyst Ramsey Baghdadi warns that Domino’s “will need a very strong value proposition” to win over consumers as it enters what he calls a “highly saturated market”.
Playing chicken
KFC already dominates the chicken QSR segment, with more than 1,000 restaurants across the UK and Ireland. But Gen Z consumers are shaking things up, driving the success of US-born brands including Wingstop, Popeyes and Dave’s Hot Chicken, with TikTok-famous Raising Cane’s opening a flagship in London’s Piccadilly Circus at the end of 2026.
Domino’s, however, may have “an edge” over these newcomers due to its “impressive network and delivery system”, says IGD senior insight analyst Nichola Gallagher, noting that it will take time for new entrants to “gain a foothold” in the UK.
Chick ‘N’ Dip will be fulfilled through Domino’s existing infrastructure, requiring minimal capital investment. The move into chicken could also help Domino’s “tap into lunchtime demand”, which Gallagher describes as “a smart way to diversify beyond their traditional evening pizza orders”.
Given chicken’s huge popularity and Domino’s ability to integrate it into its menu with minimal disruption or cost, the timing of this launch looks smart. The hope is that chicken will help reverse the brand’s current slump, after it posted a 1.5% decline in total orders in Q3 and a 0.1% drop in like-for-like sales in the first half.
However, while chicken could provide a boost, it will take significant marketing, product innovation and customer loyalty for Domino’s to take a meaningful bite out of this market.
New battlegrounds
But chicken isn’t the only battleground on Domino’s mind. The brand is also betting on growth through new formats, rolling out smaller ‘Pod’ stores designed to unlock opportunities in smaller retail units, including roadside and travel hubs.
The first site opened in Wellington, Somerset earlier this month. Around 25% smaller than a traditional Domino’s store, Pods will help the pizza giant move towards its goal of 2,000 stores across the UK and Ireland.
Gallagher says the smaller store format should boost ‘collect’ orders, improving Domino’s profit mix “given the higher costs associated with delivery”.
The concept could also pose a “real threat to existing competitors”, adds Baghdadi – but only if Domino’s can replicate its just-in-time value proposition and strike the right balance between convenience and menu quality.
Domino’s is not the only food-to-go player exploring the opportunity of smaller stores. Earlier this month, Greggs opened its first ‘Bitesize Greggs’ format, offering bestselling products in high-footfall locations where space is limited.
Despite the challenges in both chicken and smaller format stores, Domino’s is doing all it can to remain relevant – a priority for many established brands in the QSR sector.
To attract and retain consumers, Baghdadi says QSR brands must “align menu offerings with current food trends”. And with the surge in popularity for fried chicken, Domino’s is in a prime position to do just that.
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