Domino’s slices into snack market with new pizza by the slice offering

MUMBAI: Sometimes, less really is more, especially when it’s served by the slice. Domino’s Pizza is taking a smaller bite of the market with the launch of Domino’s Slices, signalling its latest push beyond full-sized pizzas to capture India’s fast-growing between-meals snacking occasion.

The new offering features twin slices of four of Domino’s bestselling variants Margherita, Cheese n Corn, Chicken Sausage and Pepper BBQ Chicken with prices starting at Rs 99. Positioned as a quick afternoon bite, the range is aimed at consumers looking for a convenient snack between lunch and dinner.

While pizza by the slice is hardly a new concept in India, with Sbarro long building its business around oversized slices in malls and high-footfall locations, Domino’s brings the format to a much larger nationwide store network, giving it significantly broader consumer reach.

The launch also marks Domino’s entry into one of the country’s most fiercely contested food occasions. Beyond competing with neighbourhood street food vendors, the chain now faces growing pressure from packaged snack makers and the expanding ready-to-eat offerings of quick commerce platforms such as Zepto Cafe and Blinkit Bistro, both of which have reshaped consumer expectations by delivering hot meals within minutes.

As India’s snacking habits continue to evolve, quick-service restaurant chains are increasingly looking beyond traditional meal occasions to unlock new demand. For Domino’s, shrinking the pizza may well be the recipe for expanding its share of the country’s rapidly growing convenience food market.