🔗 Share this article Pizza Market Saturation? Domino's Chief Executive Exits After Pivot Into Chicken. The boss of Domino's Pizza Group who proposed the United Kingdom might have reached maximum pizza demand while expanding the chain into fried chicken has been ousted after tensions with its board. Leadership Change Rennie is departing after just two years in charge, and will be replaced on an temporary basis by the company's operations head, Frampton, while Domino's searches for a permanent CEO. The outgoing executive, who worked for Domino's for more than two decades, had attempted to pivot the UK's leading pizza takeaway chain towards poultry-based products, remarking recently there was not “huge potential” left in the UK's pizza market. He said poultry was the quickest rising protein in the international market. Board Tensions Sources suggest that there was tension between Rennie and the board over his approach and business vision, although the company's official statement said he was stepping down “by mutual agreement”. New Brand Introduction In September, Domino's unveiled its Chick 'N' Dip brand – which the former chief described as a “major strategic shift” for the organization – and is trialling it in select stores in the North West region and Northern Ireland. While the company is still going to roll it out across its almost 1,400 stores in the coming year as scheduled, it regards chicken products as an addition to its primary pizza operations. Board Statement The Domino's chair, the company chairman, said: “We are confident that there are a series of prospects to boost expansion and value creation in the main pizza segment. We are concentrating on selecting the right chief executive to oversee the systematic rollout of that expansion plan.” Industry Difficulties In the latest update, the pizza delivery giant, which has a substantial customer base in the UK and Ireland, said orders fell by 1.5% in the Q3. In the summer, it warned that the quick-service industry had “grown more challenging” as it blamed reduced spending in the lead-up to the budget and rising wage costs for below-target performance and a 15 percent decline in half-year profits. Rival chains are also facing challenges. Another major chain revealed the shutting of multiple locations a recently, after the business behind its outlets fell into administration. Health Efforts Responding to consumer trends towards balanced diets, the company has launched light products, such as its thin-crust line of bakes below 400 calories as well as meat-free and wheat-free options. A big pepperoni bake has 2,311 calories. A large cheese and tomato pizza has 2,171 kcal, while a personal has 909 calories. Acting Management Frampton has been with the company since the recent past, and had a background at the betting firm William Hill. It is understood that she prefers not to take on the chief executive role long-term. Frampton stated: “Our team has a number of current expansion and operational projects that we will be dedicated to implementing at speed.” Frampton noted these comprised ongoing development on the organization's supply chain and menu innovation, and its loyalty scheme. Domino's is also in need of a long-term chief financial officer until the spring, when a new appointee comes aboard from the drinks company C&C Group. For now, Richard Snow serves as temporary CFO.