Dominos looks to chicken to kick-start sales

Queensland’s poultry industry is expected to get a kick, following the announcement that Domino’s Pizza Enterprises Ltd (“Domino’s”) has introduced another new premium chicken side item to its menu.
 
Domino’s today launched its new Jumbo Chicken Wings – made from 100 per cent Australian premium chicken wings coated in Domino’s unique spicy crumb.
 
Domino’s CEO Don Meij said Domino’s had ordered over 70 tonnes of chicken for the initial six weeks to cater for the expected demand for Domino’s newest menu addition.
 
“If placed wing to wing, the 70 tonnes of Domino’s new Jumbo Chicken Wings equates to approximately 72 kilometres of wings – that’s 62.5 lengths of the Sydney Harbour Bridge,” he said.
 
“In May alone, we expect Australians to purchase over 75,000 orders of Jumbo Chicken Wings. Available in packs of four, that’s over 300,000 Jumbo Chicken Wings devoured by hungry Australians in just two weeks!
 
“Last year when we launched our other delicious chicken side item, Chicken Kickers, they were so popular we made them a permanent fixture on our menus across the country. I have no doubt our new enormous Jumbo Chicken Wings will be just as popular.”
 
Mr Meij said Domino’s decision to further diversify its menu and introduce another premium chicken product, was prompted by Australians’ love of chicken.
 
“Supplied by Inghams Australia from birds sourced predominantly from South East Queensland, Jumbo Chicken Wings are the result of six months of research and development,” he said
 
“Jumbo Chicken Wings are unlike any other product in the Australian market. They are a huge wing of chicken crumbed in a special blend of Cayenne peppers. Baked to order, these succulent wings are a tasty addition to any pizza order!”
 
Domino’s new Jumbo Chicken Wings will be available for pick up or delivery from Domino’s 396 stores across Australia from today.
 
Australian owned and operated, Domino’s Pizza Enterprises Ltd and its franchisees operate 458 stores across Australia and New Zealand, employing more than 11,000 casual and full-time staff and making more than 50 million pizzas each year.