Domino’s Forbidden Secret Menu “Ura Domino” Goes Public
Domino’s Pizza Japan (CEO: Dieter Habel, headquarters: Shinagawa-ku, Tokyo), the nation’s leading delivery pizza chain, will release “Ura Domino” (Secret Domino), a hidden menu devised by a young in-house chef, for a limited period from Monday, August 17 to Sunday, September 13, 2026. The lineup includes a “radically modified” version of the signature Domino’s Deluxe topped with french fries and Thousand Island dressing, plus a cult-favorite fries variation — combinations you simply can’t resist once you know about them.
Born From a Sense of “What a Waste”
Domino’s has always allowed customers to customize with extra toppings and crust swaps. Yet according to company research, roughly 95% of frequent customers (as of July 2026, Domino’s Pizza Japan survey) never add extra toppings. “With so much freedom available, that’s a real waste” — that thought inspired a young chef who came up through the stores, having baked countless pizzas while thinking, “This combination would absolutely be delicious.” Now working in product development, he turned those ideas into reality.
The Three “Ura Domino” Items and Prices
■ Ura Domino: Modified Fries on Deluxe
The young chef took the flagship Domino’s Deluxe and seriously “modified” it. On an Ultra Crispy Crust Deluxe, french fries and Thousand Island dressing are boldly piled on. The crisp crust, fluffy fries, and the pleasant tang of the dressing transform the familiar Deluxe into something entirely new — the kind of pizza that makes you ask, “Why didn’t this exist before?”
- Toppings: pepperoni, Italian sausage, mushrooms, green peppers, onions, tomato sauce, french fries, Thousand Island dressing
- Delivery: S ¥2,790 / M ¥3,190 / L ¥3,890
- Takeout: S ¥1,950 / M ¥2,230 / L ¥2,720
- Ultra Crispy Crust only; half-and-half not available
■ Ura no Ura Domino: Modified Fries on Deluxe Mille-Feuille
For those who want to go even deeper, the “secret behind the secret” pairs the modified Ura Domino with the Mille-Feuille Crust — a cheese lover’s dream. Fluffy fries, tangy dressing, and savory toppings combine with the rich depth of layered cheese for an exceptional taste, reachable only by those who know about Ura Domino.
- Delivery: S ¥3,180 / M ¥3,880 / L ¥4,880
- Takeout: S ¥2,340 / M ¥2,920 / L ¥3,710
- Mille-Feuille Crust only; half-and-half not available
■ Secret Caesar Parmesan Fries
Even the standard fries have a hidden side. Skin-on, fluffy potatoes are topped with Caesar dressing and a Parmesan cheese blend. The refreshing acidity of the Caesar dressing — secretly enhanced with anchovy — pairs beautifully with the richness of Parmesan for a grown-up flavor you can’t stop eating.
- Delivery / Takeout: ¥500
Comment From Young Chef Hayato Goto
“I started my career as a part-timer in 2018 and became a full-time employee in 2023 in my dream role of product development. Since my days working in stores, I’d hoped to one day release my favorite secret menu items and share the wonder of customization, whose possibilities are limitless. After years of testing various customizations, I’m thrilled that this has been officially commercialized following a tasting and approval by our CEO. I still have plenty more ideas, so if this is well received, I’d like to consider a second installment.”
Campaign Details
- Period: Monday, August 17 – Sunday, September 13, 2026
- Locations: Domino’s Pizza stores nationwide (some stores may not participate)
- Special page: hidden-dominos page on the official Domino’s Japan website
- All prices include tax. The campaign may change or end without notice.
A Pioneer of Delivery Pizza in Japan
Domino’s launched as Japan’s first delivery pizza chain on September 30, 1985. Since then it has led the industry with delivery-exclusive scooters, online ordering, and the “Quattro Pizza” offering four flavors in one pie. Under the brand message “You love it, don’t you?”, the chain focuses on dough prepared in-store along with carefully selected cheese and toppings. Start with the chef’s recommended “secret” picks, then discover your own favorite custom combination.