Domino’s turns to fried chicken as chief says Britain is nearing peak pizza: The chief executive of Domino’s UK is betting the future of the country’s largest pizza delivery operator lies in fried chicken, as he predicts the pizza market is nearing saturation point. Domino’s has rolled out its Chick ’N’ Dip sub-brand to about 200 of its 1,400 branches across the UK and Ireland as it seeks to tap into Britain’s seemingly insatiable appetite for fried chicken. The range includes three chicken tenders for £4.50 and eight “boneless bits” or chicken wings for £7.50. Andrew Rennie, who took over as chief executive of Domino’s UK in 2023, told The FT there was not “massive growth” left in the country’s pizza market. “We recognise that people’s diets are slightly changing,” he said. “When you look globally, chicken is the fastest-growing protein. So [launching a chicken range] seemed pretty obvious to me.” Domino’s, which opened its first UK outlet in Luton in 1985, is suffering from a broader slowdown in demand for pizza. The company’s total orders fell 1.5% in the three months to September. “Chicken is already bigger than pizza [in the UK],” Rennie said. “We don’t need to get that much of the chicken market [for it] to actually have a big impact on [us].” Rennie said cooking chicken as well as pizzas in its outlets would make use of existing Domino’s infrastructure and fill “excessive latent capacity at lunchtime”. He hopes it will also encourage consumers to order more frequently. The chief executive dismissed fears that chicken’s “incredible” growth could stall. “As things like beef get more expensive, chicken becomes even better value,” he said. “And as more health experts talk about the need for more protein, I think it’s going to grow as well.” Domino’s is also exploring ways to redesign its pizzas to capitalise on consumers’ desire for more protein, including by adding more seeds to its signature thin and crispy base. Domino’s was among the bidders circling Wingstop’s UK franchise last year, which was ultimately bought by US investment group Sixth Street for £400mn. Rennie acknowledged its interest had rattled some investors, but said he was eager to acquire a brand at a “much lower” price tag. Activist investor Browning West, which has a 5% stake in Domino’s, has urged the company to pause its acquisition plans and pursue a take-private deal.