Domino's will be rolling out four new “Specialty Chicken” menu items on April 21 that will allow customers to select from a variety of pizza toppings and have them placed on breaded, boneless chicken pieces.
The Crispy Bacon & Tomato, Spicy Jalapeno & Pineapple, Classic Hot Buffalo and Sweet BBQ Bacon chicken offerings will cost $5.99 and are accompanied by the slogan, “Failure is an option.”
"We're doing something with chicken that no one else is doing," Domino’s CEO J. Patrick Doyle told USA Today. "We look at this as an opportunity to do chicken with a twist."
According to Doyle, the chain could expand on the four offerings if they are successful.
"Our new Specialty Chicken is one of the most creative, innovative menu items we have ever had," Domino's chief marketing officer Russell Weiner said in a press release.
"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. 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."
Specialty Chicken was going to be called "Pizza Chicken” but there was an issue. "Nobody knew what that was," Doyle said.