Domino’s Pizza in the UK is looking beyond its signature pizzas to fuel future growth, launching a new fried chicken range as it strengthens its dominance in Britain’s takeaway market.
The company’s shares climbed more than 5% in early trading after it reported that strong demand during the Christmas period continued into the early months of this year, offering reassurance despite pressure on consumer spending.
Domino’s UK and Ireland — which operates under the U.S.-based Domino’s Pizza group — rolled out its new **Chick ’N’ Dip** fried chicken range nationwide last month. The products are now available in all stores, through the company’s apps and website, and via major delivery platforms following a successful trial phase.
The move is part of a broader strategy to diversify the menu and attract new customers. Alongside the chicken launch, Domino’s has introduced healthier pizza options, including lower-calorie recipes, plant-based toppings and lighter bases.
The company said its share of the UK pizza takeaway market increased by 7.5 percentage points to 52.6%, citing data from Worldpanel by Numerator — meaning more than half of all takeaway pizzas ordered in the country now come from Domino’s.
Profits under pressure despite market lead
Despite its growing market share, Domino’s reported that underlying pretax profit fell 15% to £91.2 million ($122.6 million) in 2025. Like many restaurant operators in Britain, the company has been hit by weaker consumer spending and rising employment costs.
Competition also remains intense. Domino’s faces pressure not only from rival pizza chains but also from fast-food brands such as Greggs, whose popular sausage rolls and steak bakes continue to attract cost-conscious customers.
Analysts say the company’s push into new menu categories could help sustain growth — but success is not guaranteed.
“We might not be at ‘peak pizza’ yet, but Domino’s will still need to turn innovation into real profit growth,” said Dan Lane, an analyst at Robinhood UK. He added that expanding into chicken products carries risks, noting that Greggs has demonstrated how difficult it can be for established brands to maintain a clear identity while launching multiple new items.
Leadership changes and outlook
Domino’s UK has also undergone significant leadership changes over the past year, with several senior executives — including the chief executive and finance chief — stepping down.
Even so, the company said its underlying core profit for 2026 is expected to meet market expectations, suggesting confidence that its expanded menu and strong market position will support future growth.
If successful, the fried chicken strategy could mark a new chapter for Domino’s in Britain — one where the brand becomes known for more than just pizza. Photo by Chris Talbot / Andover - Dominos Pizza / CC BY-SA 2.0, Wikimedia commons.
Naomi Atkin