Domino’s revamps chicken wing recipe

Increasing consumer demand for premium chicken menu items has prompted Domino’s to unveil “new and improved” chicken wings.

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Increasing consumer demand for premium chicken menu items has prompted Domino’s to unveil “new and improved” chicken wings.

The bone-in wing appetizer is available in three flavors, Honey Buffalo, Honey Barbeque and Garlic Parmesan, and sold in a choice of 8-piece, 14-piece or 40-piece.

“Wings are a rapidly growing category as many of you know in delivery and carryout and as we're honest with ourselves our wings needed to improve,” Richard E. Allison, Jr., the pizza chain’s Chief Executive Officer, said during a July 16, 2020 quarterly earnings call.

“We're very excited about this launch and we look forward to bringing additional new product news to our customers over the next few months.”

Rigorous R&D and market testing

The pizza chain spent three years of R&D and market testing before unveiling the new wing recipe. The revamped wings, sourced from four chicken suppliers, are designed to be baked. Domino’s says this minimizes sogginess during delivery and makes the wings healthier than traditional deep-fried options.

“We totally redesigned the wing, from fat content, to texture, to preparation and sauces,” Domino’s CMO Art D’Elia told Restaurant Business. “Testing revealed that consumers wanted a wing with a better, firmer texture.”

“We pride ourselves on a baked wing that can be delivered,” he added.

Americans have shown an increased appetite for chicken wings during COVID-19, which has spurred the launch of multiple new brands specializing in the appetizer.

New chicken pizza

Domino’s also recently added a chicken taco pizza to their menu offerings. The pizza comes with taco seasoning, grilled chicken, onions, green peppers, tomatoes and American, provolone and cheddar cheeses.

"We're excited to add even more options to our lineup of delicious specialty pizzas," D’Elia said in a statement.

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