Photo: Domino's Pizza
We'll ignore the obvious questions (Why is a pizza joint turning out wings? What exactly is a chicken chef anyway?) and move on to the offerings. The new wings come in three flavors -- Hot, BBQ and Sweet Mango Habanero. The boneless chicken items are breaded -- let's call them nuggets -- that come with a choice of four dipping sauces: Kickers Hot, BBQ, Ranch and that new Sweet Mango Habanero flavor. Either chicken form comes at $5.99 for an eight-piece order, $9.99 for 14 pieces and $24.99 for 40. This is the company's first marketing push for chicken since 2002, notes NRN, and since 2008, the menu is 80 percent brand-new, says Domino's chief marketing officer, Russell Weiner.
"The feedback we heard from consumers was that they wanted more choice and customization with the boneless chicken, and of course, we know how loyal wing lovers are, so we strived to deliver on providing a better texture and flavor," Weiner tells NRN.
Like the behind-the-curtain pizza ads that debuted in December 2009, the chicken ads will appear documentary-like. But opening up the chicken coops isn't as easy as showing a bucolic field of tomatoes. Will they use a sunny farm full of frolicking birds to promote their wings? We'll see.