Domino’s has launched a new thinner-style pizza range to offer customers an “elevated eating experience”.
The Italiano’s range features five pizzas built on a hand-stretched Italian-style crust. Each pizza is topped with Italian-inspired ingredients, including basil pesto drizzle, peppadew picante peppers and goats cheese.
The range is designed to complement the pizza giant’s existing range and forms part of its continued focus on innovation.
“Italiano’s is all about giving our customers more choice and more ways to enjoy Domino’s,” said Domino’s CEO Nicola Frampton. “We’re seeing that for certain occasions, whether that’s a date night or a relaxed evening in, people are increasingly looking for something that feels a bit more like a restaurant experience at home, and this range allows us to tap into those moments.
“Italiano’s brings a different style of pizza to our menu, with thinner bases and authentic Italian-inspired flavours, while still offering the same great value and convenience our customers expect.
“It’s a strong example of how we’re continuing to evolve and broaden our pizza offering, attract new customers and unlock new occasions for growth,” she added.
It comes after orders at the pizza group dwindled in 2025 as it battled a challenging backdrop and subdued consumer confidence.
Lowers volumes in the second half of the year to 28 December pushed down profits, with underlying EBITDA 6.6% lower than in 2024 at £133.9m, while pre-tax profits declined by 35% to £81.1m.
The Italiano’s range also comes after Papa Johns unveiled plans last week to launch a range of sourdough pizzas as demand for high-quality, hand-crafted pizza continues to grow among UK consumers.
The Sourdough range, available nationwide from tomorrow (14 April), features three pizzas including The Pepper & Pepperoncini, The Salami & N’duja, and The Chicken & Pesto.
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