Domino’s ups the ante with ‘artisan’ pizza trial

Italiano Range

Domino’s Pizza has announced its intention to take on some of its more upmarket rivals by trialling what it calls a major new “premium artisan” pizza range.

Customers in West Hampstead, Paddington and Henley will now be able to order its handcrafted Italiano Range which was incorporated into menus last week. The line-up, which is available for both delivery and collection, will be sold in five stores based within those areas.

The hand-stretched, thinner crust pizzas use classic Italian ingredients, from prosciutto and ventricina salami to crisp rocket leaves and Gran Movaria cheese, all brushed with olive oil for extra flavour. Initially there will be six pizzas in the premium range.

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Simon Wallis, marketing director at Domino’s Pizza UK, said: “We take great pride in hand-crafting all of our pizzas and the new Italiano range comes with some of the best authentic Italian ingredients around.”

Domino’s Pizza Group plc is the leading player in the fast-growing pizza market and holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in the UK, Republic of Ireland, Germany, Switzerland, Liechtenstein and Luxembourg.

The first UK store opened in Luton in 1985 and the first Irish store opened in 1991. In April 2011, the Group acquired a majority stake in the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in Germany (now fully owned) and since acquired the rights for Switzerland, Luxembourg and Liechtenstein.

Through its primarily franchised system, Domino’s operates a global network of more than 11,000 stores in over 70 international markets.

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Andrew Seymour

The author Andrew Seymour

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