Domino’s takes its snack-slice test national with Dominoid

Less than six months after Domino’s tried a two-slice snack box called Slices in Kolkata, the chain is rolling out a near-identical format across India. The new product, Dominoid, keeps the core idea—two pizza slices in a box—but changes what goes inside.

Slices leaned on familiar Indian-menu staples: Margherita, Cheese n Corn, Chicken Sausage and Pepper BBQ Chicken. Dominoid instead brings four global flavour cues: Italian Truffle, Lebanese Shawarma, Korean Heat and Mexican Sizzle. Domino’s own shorthand for the launch is “same, same but different.”

Kolkata was the practice round

The earlier Slices test was available only in Kolkata. Dominoid is rolling out across India and already appears on Domino’s India website. That sequence looks deliberate: test the snack format in one city, watch whether people pay for it, then take a more polished version national.

The target is the lazy afternoon slot. Slices was pitched as a bite between lunch and dinner, with prices starting at Rs 99. That slot is crowded, with street vendors, packaged snacks and quick-commerce kitchens such as Zepto Cafe and Blinkit Bistro all hunting the same between-meal customer.

Everyone wants the same snacking occasion

Domino’s is not the only pizza brand rebuilding its menu around formats and flavours. Pizza Hut India launched Crafted Flatzz in January 2026, an oval, thin-crust pizza in variants such as Fiery Schezwan Veggie, Paneer Makhni Masala and Tandoori Chicken. It opened at Rs 299, with an introductory two-for-Rs 499 offer. In August, Pizza Hut added the Triple Spice range with three layers of heat and a Bhoot Jolokia chilli crust, and the Overloaded Half N Half range from Rs 349, which puts two flavours on one pizza.

Burgers are running the same play. McDonald’s North and East India introduced a Gochujang Butter Sauce range in October as part of its Asia Chicken campaign featuring South Korean star G-DRAGON, plus collectible cards. McDonald’s West and South India went festive with Spicy Patakha. Burger King has cycled through Korean Spicy Fest, Peri-Peri Fest and an Avengers: Doomsday menu with character-inspired items and themed packaging.

The psychology behind the menu makeover

Behind the new names sits a familiar behavioural logic.

• More dayparts: smaller formats help a full-meal brand enter the between-meal occasion.
• Familiar surprise: a new sauce, topping or flavour pairing can make a known item feel fresh without changing the core product.
• Global novelty: Korean, Mexican and Middle Eastern cues attract curious customers while keeping the base product recognisable.
• Limited-time pull: collectibles, entertainment tie-ups and deadlines create a reason to order now, not later.
• Lower entry price: snack-size portions make a branded meal accessible to people who do not want to spend on a full meal.

This is close to the MAYA principle—Most Advanced Yet Acceptable. A familiar format lowers the mental cost of trial, while a limited twist gives people a new story to tell themselves about why they are ordering again.

What to do with it

For brand managers, the sequence matters as much as the product. Domino’s did not launch a full national range on a hunch. It tested a format in one market, learned, then scaled a more differentiated version. If you are chasing a new occasion, keep the product recognisable, add novelty through flavour, packaging or collectibles, and give the launch a use case—such as the 4 pm snack—not just a name.

People may not want a completely new category. Often they want their favourite food served in a way that fits a new moment.

Source: Afaqs!