Domino’s Bets on Chicken Innovation with New Pizza Range in India

Domino’s, one of India’s most prominent quick-service restaurant brands in the pizza segment, has introduced a new menu item aimed at strengthening its presence in the non-vegetarian category. The company has launched Chicken Burst, a new offering designed specifically for chicken consumers in India. This move aligns with Domino’s ongoing strategy to cater to evolving consumption trends and increase relevance among meat-eating consumers in the country.

The Chicken Burst Pizza features a dual-layer chicken format with minced chicken keema embedded in the crust and an assortment of chicken toppings on the surface. The brand positions this new product as a category-first innovation for the Indian pizza market.

The new pizza range includes five varieties such as Shawarma, Korean, Tandoori, Southern Spice, and Garlic — each designed to offer a different flavor profile. The crust is filled with chicken keema and shawarma sauce, while the base is layered with mozzarella, tortilla, and tomato sauce. Topping choices include three chicken options: Peri Peri, BBQ, and Chicken Rashers, as well as two vegetarian toppings. Customers can also choose a finishing sauce for added flavor.

This launch is part of Domino’s broader effort to diversify its product offerings and enhance its competitiveness in India’s non-vegetarian fast food segment. The focus on layered textures and custom flavors is intended to appeal to consumers who prioritize protein-rich and flavor-forward meals.

Chella Pandyan, Executive Vice President and Chief Marketing Officer of Domino’s India said, "With Chicken Burst, we wanted to give our non-veg consumers exactly what they’ve been asking for more chicken, more flavour, and more satisfaction in every slice. This innovation is part of our long-term strategy to serve India’s evolving chicken cravings with differentiated formats that truly deliver."

The Chicken Burst Pizza is priced at Rs 349 for the Regular size and Rs 649 for the Medium size. It is available across Domino’s dine-in outlets in India and can also be ordered through the Domino’s app.

This addition comes as Domino’s continues to explore new ways to retain customer interest and meet diverse consumer demands in India’s rapidly growing foodservice market.