Domino’s Pizza Announces a New Chicken Lineup

Last year was a big year for Domino’s Pizza. They bet huge on a total revamp of their pizza recipe, and it looks like they’re aiming to make some more big moves with a revamp of their chicken products. Today finds the Ann Arbor, Michigan-based pizza giant announcing “new, tastier chicken wings” available in hot, BBQ, and new Sweet Mango Habanero flavors. The brand took feedback from their consumers about their wings, with Domino’s Pizza Chief Marketing Officer Russel Weiner explaining, “we know how loyal wing-lovers are, so we strived to deliver on providing a better texture and flavor.”

In addition, they have also announced new boneless chicken, made with 100 percent whole white breast meat lightly breaded with savory herbs. The boneless chicken will be offered with multiple dipping sauces including Sweet Mango Habanero, Kickers Hot sauces as well as traditional options like BBQ sauce or Ranch.

The release of these two products will coincide with a TV campaign beginning March 2. Along with the campaign, consumers will be able to provide their feedback on the new chicken, as well as view a documentary about Tate, the secluded chicken chef within the Domino’s Pizza company.

Tate was tasked with the opportunity to execute the rebirth of a product not often on the brain of many Domino’s fans. The campaign will follow Tate’s story as he faces the challenges and triumphs of spearheading such a project. Should be interesting.