DETROIT (CBS Detroit) – It’s chicken! It’s a pizza! It’s …
Ya know what? We’re not really sure what it is.
Domino’s this week announced the launch of a new menu offering which is essentially a pizza with a fried chicken crust.
The peculiar product they’re calling “Specialty Chicken” features pizza toppings, sauces and cheeses “layered over 12 bites of lightly breaded, 100 percent whole breast white meat chicken.”
The pizza chain is offering four flavors: Crispy Bacon & Tomato, Spicy Jalapeno-Pineapple, Classic Hot Buffalo and Sweet BBQ Bacon — with additional varieties possible down the line.
“Our new Specialty Chicken is one of the most creative, innovative menu items we have ever had,” said Russell Weiner, Domino’s Pizza chief marketing officer, in a news release. “Our pizza chefs have taken chicken to a whole new level, using our unique ingredients to create these four bold flavors. There’s nothing quite like Domino’s Specialty Chicken on the market today.”
As reported by USA Today, market researchers NPD Group calculated that restaurant chicken sales are on a roll — with sales of boneless chicken, in particular, up 11 percent over the past three years.
In an interview with the newspaper, Domino’s CEO Patrick Doyle said that in testing they’d tried calling the new product “Pizza Chicken,” but people seemed confused.
Domino’s actually removed the word “pizza” from its logo in 2012.
“We are proud to be known as a pizza company, but Specialty Chicken shows we are not afraid to step out of our comfort zone and take risks – something that is truly part of our brand fabric,” said Weiner. “Not every risk we have taken has turned out to be successful, but as a brand we have learned that sometimes you have to fail in order to be great.”
So, will this chicken-pizza hybrid be a hit? In a world where the “Waffle Taco” is a thing, it’s certainly possible.