Domino’s India has added a playful twist to its menu with the Cheese Lava Pull Apart Pizza, designed to make eating an experience instead of just a meal.
Shaped like a flower, the pizza features soft, pull-apart petals around a molten cheese-filled centre. Each petal can be torn away and dipped into the gooey core, making it interactive and shareable. The design targets consumers who enjoy familiar flavours but want something visually exciting and different in how it’s eaten.
The new offering builds on Domino’s focus on cheese-forward products and taps into growing interest in sensorial and experiential food formats. Instead of introducing an unfamiliar flavour, the brand innovates through structure and interaction, adding novelty without straying from what customers already love.
Commenting on the launch, Chella Pandyan, EVP and Chief Marketing Officer of Domino’s India, said that cheese remains central to the brand’s identity. He explained that the idea behind the Cheese Lava Pull Apart Pizza was to create something that feels fresh and intriguing, while still being unmistakably Domino’s. According to him, the product is designed to deliver indulgence in a way that customers can see, pull apart, and taste.
Priced from Rs 399, the Cheese Lava Pull Apart Pizza is positioned as a premium yet accessible menu addition. With its striking design and hands-on eating experience, Domino’s is betting on the appeal of food that entertains as much as it satisfies.
The launch reflects a broader shift in how quick-service brands approach innovation, focusing not just on flavour but also on how consumers interact with, share, and experience their food together.