Domino’s Pizza has introduced Domino’s Slices, a new menu format that brings pizza by the slice to its stores across India. The offering includes twin slices of four popular variants: Margherita, Cheese n Corn, Chicken Sausage, and Pepper BBQ Chicken, with prices starting at Rs 99.
The launch reflects the brand’s push beyond full-sized pizzas to cater to snack-sized consumption occasions. While pizza by the slice is not a new concept in India and has been a core offering for chains such as Sbarro, Domino’s is leveraging its much larger retail footprint to make the format available to a wider customer base.
The move also positions Domino’s in the competitive between-meal snacking segment.
Alongside local street food options, the brand will compete with packaged snacks from FMCG companies and hot, ready-to-eat offerings from quick commerce players such as Zepto Cafe and Blinkit Bistro, which have increasingly familiarised consumers with ordering freshly prepared food for smaller eating occasions.
The campaign film centres on the afternoon, portraying it as the time when hunger returns, but a full meal is unnecessary. It introduces Domino’s Slices as a convenient option for that craving while showcasing the four available flavours through a series of product shots.
The film closes by highlighting the starting price of Rs 99 and reinforces the product’s positioning as a quick snack rather than a meal, ending with the tagline encouraging consumers to ‘level up your snack game.’
