United Kingdom-Halal Pizza.

UNITED KINGDOM-Halal restaurant draws criticism FROM RACISTS AND BIGOTS while demonstrating adaptability.

Domino’s decision to remove pork products from the menu in one of its branches in Birmingham to target more Muslim consumers has attracted harsh criticism from some local customers. Despite this, Datamonitor views this move as a demonstration of the company’s commitment to growth in these uncertain times.

In an effort to gain more Muslim customers, Domino’s has decided to go 100% halal in one outlet in Birmingham, a certification that means that each animal must be killed by having its throat cut by a Muslim and that the flowing blood of the carcass must be completely drained. The company has replaced ingredients such as bacon, ham and pepperoni with halal spicy beef sausage, roast and tandoori chicken, halal pepperoni and halal cured turkey, all produced and used within the Halal Food Authority’s guidelines. According to the firm, it "thought long and hard" about the decision not to offer pork at its eatery in Hall Green, Birmingham, which serves an area with a large Muslim population.

Despite the widespread demand from local communities for a 100% halal store, the move has attracted criticism from some customers because they now have to travel two miles to another branch if they want the option to buy pizzas such as the Meteor, which is topped with pepperoni, sausage, meatballs, ground beef and smoky bacon. Responding to the criticism, Domino’s issued a statement saying: "We appreciate we cannot please everybody but there are alternatives, such as turkey ham, and we have thought long and hard about this decision and we are sure it is the right one."

Datamonitor views the move as a key part of Domino’s ongoing attempts to diversify its product offerings and grow its market share. Responding to changing dietary preferences and population dynamics will be key for marketers seeking to grow their share of the industry. Looking forward, the opening of a 100% halal Domino’s outlet will be an important testing ground for a company determined to diversify its product offerings. Despite criticism, the company has set a bold precedent for marketers seeking to capitalize on the UK’s evolving population.