Domino's Pizza Group (DPG), the master franchisee for Domino's in the UK and Ireland, announced the introduction of a new chicken sub-brand, 'Chick 'N' Dip.' This initiative marks a strategic expansion of its menu offerings beyond traditional pizza.
The new sub-brand is currently undergoing trials in 187 outlets across the northwest of England and in Northern Ireland. This trial phase will assess market reception and operational efficiency before a potential broader rollout.
This move by a significant international franchisee aims to capture a larger share of the quick-service restaurant market by competing with established chicken-focused chains. A successful expansion of 'Chick 'N' Dip' could contribute to increased system sales and royalty revenues for Domino's Pizza Inc. from these regions.
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