New interactive format targets novelty-seeking consumers
Domino’s India has introduced a new menu innovation — the Cheese Lava Pull Apart Pizza, a product designed around an interactive, shareable eating experience while staying rooted in the brand’s cheese-led identity.
The new pizza features a flower-shaped structure with a molten cheese lava centre, surrounded by soft, pull-apart petals. Each petal can be separated and dipped into the flowing cheese, turning the act of eating into a visual and tactile experience aimed at consumers looking for novelty within familiar comfort food categories.
Built around indulgence and visual appeal
According to Domino’s, the product is an extension of its long-standing focus on cheese-forward offerings, responding to growing consumer interest in sensorial and experiential food formats. The design places emphasis not just on taste, but also on interaction — encouraging sharing, dipping and pulling apart, particularly among younger and social-media-driven audiences.
Chella Pandyan, Executive Vice President and Chief Marketing Officer, Domino’s India, said the launch reflects the brand’s approach to innovation.
“Cheese is at the core of Domino’s DNA. With the Cheese Lava Pull Apart Pizza, we wanted to create an experience that feels new but still distinctly Domino’s — where the product itself delivers both indulgence and intrigue. It’s innovation you can see, pull, and taste,” he said.
Pricing and market positioning
The Cheese Lava Pull Apart Pizza is priced starting at ₹399, positioning it in the mid-premium segment of Domino’s India menu. Industry observers note that the launch aligns with a broader trend in the quick service restaurant (QSR) space, where brands are focusing on format innovation rather than entirely new flavour profiles to drive repeat consumption.
With consumers increasingly seeking products that are both Instagram-friendly and familiar, Domino’s latest offering aims to reinforce its leadership in cheese-centric pizzas while keeping the brand relevant in a competitive and trend-driven market.