Domino’s is to expand its Chick ‘N’ Dip brand to all stores in the UK and Republic of Ireland following a successful regional trial.
Domino’s initially launched the chicken concept across 187 in the north west of England and Northern Ireland in September. It includes Tenders, Wings, Boneless Bites and nine new globally inspired dips.
It will now be available to order in-store nationwide, and via web, app and aggregator platforms from 9 February. The concept will be delivered though Domino’s existing kitchens, delivery network and supply chain.
The pizza giant said the brand “meets the growing consumer demand for chicken and gives customers more reasons to choose Domino’s for different occasions”.
Data from the regional trial showed that more than 80% of Chick ‘N’ Dip orders were placed alongside pizza.
“Chick ‘N’ Dip is an exciting new concept that is built on the same operational platform that has driven Domino’s success for decades,” said Domino’s Pizza Group interim CEO Nicola Frampton. “The rollout comes after a strong trial and will leverage Domino’s strengths in innovation, brand and service.
“Pizza remains at the heart of our business, and it is encouraging to see customers choosing pizza and Chick ‘N’ Dip together. We are confident that chicken will drive incremental growth for Domino’s, helping us to serve additional customer occasions while continuing to lead the market in pizza.”
It comes as 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.
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