Domino's Launched New Personal Pizza Product
The company introduced a two-slice rectangular pizza on August 31, 2026, amid slowing sales growth.
Updated on Oct. 13, 2026 in Business Strategy
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Domino's launched The Domino, a rectangular two-slice pizza product, on August 31, 2026. This item is designed to offer individual pizza customization options during group dining occasions.
Why it matters
The company introduced this individual-focused product to meet consumer demand for greater variety within group orders. The launch comes as the chain works to boost items-per-order metrics amid a recent deceleration in same-store sales growth.
U.S. same-store sales growth slowed to 0.3%, down from 5.2% in 2025. International same-store sales growth similarly declined to 0.2%, trailing the previous figure of 1.7%.
The players
Jordan
Jordan took over as the chief executive officer of Domino's on October 1, 2026.
Russell Weiner
Russell Weiner served as the company leader before retiring and moving to an executive chairman designate role on October 1, 2026.
The details
The Domino product features a two-slice rectangular design, allowing for individual customization during group meals. The firm is actively utilizing targeted website promotions to increase the number of items per order.
Timeline
The Domino product officially launched on August 31, 2026.
Jordan assumed the role of CEO on October 1, 2026.
Market Landscape
Domino's strategy with the new individual pizza follows the established industry trend of using menu expansion to increase items-per-order metrics. This initiative positions the company to compete for customers seeking single-serve portions within the broader group-dining market.
Customers can now choose smaller, individual-sized portions when ordering for a group. This shift may change how households navigate menu selections and pricing on the company website.
The takeaway
This move highlights the shift toward catering to individual preferences even in large-format delivery dining. Customers should watch for promotional bundle offers that pair this new item with existing menu staples.
Further reading
For more on company performance, visit the Business Strategy section.
Source note: This article includes information reported by PYMNTS.
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