Domino's U.K. unit launches Chick 'n' Dip fried‑chicken sub‑brand in 187‑store trial

Domino's Pizza Group said Monday it will launch a new fried‑chicken sub‑brand, Chick 'n' Dip, as part of a strategy to drive growth for its U.K. and Ireland business.

The group said the menu will be trialled in 187 Domino's stores across the northwest of England and Northern Ireland before a planned national roll-out. The brand will offer "hot and crispy" chicken tenders, wings and boneless bites, paired with a choice of nine dips "inspired by flavours from around the world," the company said, adding the offering can be fulfilled by its existing national supply chain and kitchens "with minimal capital investment."

Andrew Rennie, chief executive of Domino's Pizza Group, described the move as "a bold new chapter for Domino's" that presents "a significant opportunity for our UK & Ireland business." The company said it will update shareholders on third‑quarter trading in early November and host an investor event on Dec. 9 to discuss its loyalty scheme, digital progress, store openings and other strategic priorities.

The announcement comes as Domino's faces a weaker earnings backdrop. The London‑listed group has seen its market value fall by about one‑third since the start of the year amid softer consumer demand and higher costs. Its shares were down about 0.6% in early trading on Monday at roughly 208.8p, a level the company said was around a 10‑year low.

The chicken initiative follows investor debate over the group's strategic direction. Former director and shareholder Usman Nabi recently wrote an open letter urging the company to quadruple a newly announced share buyback programme and to abandon any takeover plans. Domino's last week announced a £20 million share buyback.

Analysts at Shore Capital said the group has been exploring ways to scale beyond its core pizza business and that acquiring a second brand has been under consideration. Shore Capital noted that Domino's was previously linked to a possible purchase of Wingstop before private equity firm Sixth Street acquired it for about £400 million. The analysts said Chick 'n' Dip and the share buyback make a near‑term acquisition less likely but that management may still explore M&A as a medium‑term option. They maintained a "hold" rating, citing ongoing consumer headwinds and reduced full‑year forecasts.

Domino's said the trial will allow it to test customer demand and operational fit before any wider roll‑out. The company has positioned the move as complementary to its core pizza offering and controllable through existing supply chains, while investors and analysts will be watching whether the initiative helps stabilise sales and margins amid broader market pressures.