Pizza chain Domino’s is looking to lure consumers away from supermarket meal deals with the launch of a new £4 lunch menu.
Available 7 days a week at UK stores now as well as via the Domino’s app and website, the menu comprises 14 products all priced at £4 each including five different 7” pizzas, four filled tortilla wraps, and five extras.
The pizzas are all made with reduced fat mozzarella and come in varieties including Cheese & Tomato, Pepperoni, Vegi Classic, BBQ Chicken & Bacon, and Sausage & Bacon.
Options for wraps, which are rolled and then baked, include Pepperoni Passion, Chicken & Bacon, Texas BBQ, and Vegi, while Domino’s Cookies (two pieces) is the sole bakery item among the Extras list.
“We are known for delighting people at dinner, but customers have been asking us to create a menu to give them a little Domino’s joy at lunch,” commented Louise Pilkington, director of innovation at Domino’s.
“That’s why we are launching a new £4 lunch menu with Cheeky Little Pizza and Hot & Cheesy Wraps. It’s a menu of classic Domino’s flavours in lunch size, and the Cheeky Little Pizzas are all under 600 calories. We look forward to customers popping in to see us at lunch! This is just the beginning so watch this space for more,” Pilkington added.
Although it is now making lighter calorie claims, Domino’s pizzas have previously come under fire from health campaign group Action on Salt, which found the brand’s medium ‘The Sizzler Standard Mozzarella Stuffed Crust’ to have a record 21.4g of salt.
Domino’s has grown its UK business steadily over the past few years. Its most recent full-year results for the 53 weeks ended 25 December 2023 reported £1.5bn in system sales from both franchise and corporate stores. This marked a 5.7% increase from the prior period, with like-for-like system sales growths of 5.3% and 5.5% recorded in previous years (excluding VAT and splits).
Domino’s sold over 112 million pizzas in the UK and Ireland during 2023, and claims to have the biggest share (7.2%) of the total UK takeaway market, said to be worth £14.4bn. Over 70% of its digital orders are now completed via the Domino’s app.
As as the end of last year, Domino’s has 1,319 stores across the UK and Ireland with 61 new locations opened in 2023. The vast majority of these stores are franchises, while around 30 of the company-owned sites are based in London. A statement from Domino’s UK & Ireland CEO Andrew Rennie revealed plans to have in “excess of 1,600 stores in the UK & Ireland by the end of 2028 with the potential for this to be in excess of 2,000 stores by 2033”.
Retailers continue to evolve their meal deals, expanding the standard mains offerings of sandwiches and wraps to include the likes of savoury pastries, microwavable toasties, and even burgers.
The budget-friendly pricing is of obvious appeal during the cost-of-living, with Asda’s £1.2m food-to-go range reset last year featuring a sandwich, snack, and drink combination from as little as £2.20.
Sustainability of packaging has also become a consideration among retailers, with Waitrose relaunching its food-to-go range in February to include more recyclable grab bags and boxes, shortly after M&S had introduced new paper packaging for its sandwiches and toasties.
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