Domino’s Launches ‘Italiano’s’ Thin Pizza Range to Target Premium At-Home Dining

Dominos has introduced a new range of thinner-crust pizzas under its “Italiano’s” line in the UK, aiming to expand into the premium at-home dining segment and respond to shifting consumer preferences. The launch includes five new pizzas featuring Italian-inspired toppings, marking a strategic menu expansion amid increasing competition from casual dining and premium pizza brands.

The rollout comes as the company looks to address evolving consumption patterns, with customers seeking restaurant-style experiences at home. The new offering represents a departure from Domino’s traditional thicker crust formats, targeting occasions such as date nights and relaxed dining at home.

New Product Line Targets Premium Segment

The Italiano’s range introduces a thinner-style pizza base combined with toppings positioned as more premium compared to Domino’s standard menu. The five-pizza lineup includes ingredients such as nduja, goat’s cheese, and pesto drizzle, reflecting a shift toward Italian-inspired flavor profiles.

The company stated that the product development aligns with increasing demand for differentiated takeaway options that replicate elements of dine-in restaurant experiences. The thinner crust format is also designed to appeal to consumers looking for lighter, more refined alternatives within the takeaway category.

This move expands Domino’s product architecture beyond its core offerings, enabling it to compete in a segment traditionally dominated by casual dining chains and artisanal pizza operators.

Response to Changing Consumer Behavior

According to chief executive Nicola Frampton, the launch is driven by a growing trend of customers seeking elevated dining experiences at home. She noted that certain occasions such as social evenings or informal celebrations, are increasingly associated with higher-quality takeaway options rather than traditional fast food.

The introduction of the Italiano’s range is intended to capture these occasions by offering a product that blends convenience with perceived premium value. This reflects a broader industry shift where takeaway and delivery brands are adapting menus to meet expectations shaped by restaurant dining.

The strategy also aims to attract new customer segments beyond Domino’s traditional base, which has historically included younger consumers and value-focused diners.

Competitive Pressure from Casual Dining and Premium Chains

The launch comes amid heightened competition from established restaurant brands and emerging pizza chains in the UK market. Dominos has continued to expand its Romana range, a thinner and crispier pizza format positioned at a higher price point within its menu.

In addition to dine-in operations, Pizza Express has extended its presence into retail, offering branded pizzas in supermarkets to capture demand from consumers choosing to eat at home more frequently.

Meanwhile, Dominos has scaled rapidly since its founding in 2008, growing to approximately 70 outlets across the UK. Its focus on sourdough bases and simplified menus has strengthened its position in the premium casual segment.

At the same time, legacy operators such as have faced operational challenges, with around half of its UK restaurants closing last year following financial pressures in the casual dining sector.

Menu Diversification Amid Declining Orders

Domino’s has indicated that expanding its menu is part of a broader effort to address a slight decline in order volumes reported last year. By introducing new formats and flavors, the company aims to stimulate demand and increase order frequency across different customer occasions.

The Italiano’s range is positioned as a key initiative within this strategy, designed to diversify offerings while maintaining the brand’s core delivery-focused model. The emphasis on premiumization reflects an attempt to increase average order value as well as broaden appeal.

The move also highlights the growing importance of innovation within the quick-service restaurant sector, where differentiation is increasingly driven by menu development rather than pricing alone.

Industry Shift Toward At-Home Dining Experiences

The introduction of thinner, restaurant-style pizzas aligns with a wider industry trend toward enhancing the at-home dining experience. As consumers continue to balance cost considerations with quality expectations, operators are adapting by offering products that bridge the gap between takeaway and restaurant dining.

This shift has led to increased experimentation with ingredients, formats, and presentation within the delivery segment. Brands are focusing on replicating aspects of dine-in experiences, including premium toppings and differentiated bases, to remain competitive.

Domino’s Italiano’s launch reflects this transition, positioning the company within a segment that prioritizes quality perception alongside convenience.

The new range is now being rolled out across Domino’s outlets, marking the company’s latest effort to evolve its offering in response to changing market dynamics and consumer preferences.