Following the lead of several other fastfood companies, Domino’s has announced that it will begin offering healthy salads alongside its pizzas. As companies such as McDonald’s and Burger King have begun to streamline their images and trim the fat, Dominos is taking longer to realise that healthy eating is now more than just a trend.
Domino’s Pizza, one of the world’s leading pizza companies, recently announced plans to introduce salads onto its menu. Its Domino’s Amazin’ Greens salads, initially offered in its Los Angeles franchises, will be available for delivery along with pizzas and other established menu items. The salad options, Grilled Chicken Caesar and Garden Fresh, give Domino’s a much-needed entry into the growing fastfood market of healthy food choices.
Indeed, companies such as McDonald’s and Burger King began offering the healthier fare over a year ago. McDonald’s launched its premium salads at that time, and the company expanded its healthy products earlier this year with a nationwide “balanced lifestyle program”, focusing on healthy living as a whole. Burger King is also concentrating on creating a healthful image, offering low-fat chicken sandwiches and salads as an alternative to hamburgers and fries.
Yet while Domino’s new salads will help project a similarly healthy image, the company is not marketing them as stand-alone meal items. Rather, it is promoting them as items to be ordered in addition to its pizzas. Indeed, the chairman of the Los Angeles board of directors for Domino’s suggests that customers “enjoy a fresh, high-quality salad with their oven-hot pizza”.
Domino’s has been on the fence, adopting a wait-and-see attitude towards the health trend. Indeed, it has only just begun dipping into the developing market, stressing healthy foods rather than low-carb ones. As other companies offer a wider array of healthier choices, Domino’s cannot afford to fall behind, and its new salad products are a step in the right direction.
As McDonald’s and Burger King seek to refine their images with healthier alternatives, Domino’s has only just begun experimenting with the health trend. By offering its salads only as side dishes, however, Domino’s could be missing out on an opportunity to attract a new, wider audience.
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