Domino’s Pizza is introducing a rectangular individual-sized pizza called the Domino to cater to customers who prefer eating alone. This move aims to attract diners opting for burgers or chicken sandwiches instead of sharing pizzas. Ann Arbor, Mich.-based Domino’s, the world’s largest pizza company, seeks to boost U.S. sales amid a slumping industry.

Competitors like Papa John’s and Pizza Hut are closing locations as U.S. pizza sales decline. Domino’s reported flat same-store sales last quarter, prompting executives to prioritize menu innovations. The Domino pizza, launching this month, focuses on convenience for solo diners, offering a hassle-free alternative to traditional shared pizzas.

Domino’s strategy reflects broader industry challenges, with many chains struggling to maintain growth. While the company has outperformed rivals in U.S. sales, flat performance indicates a need for fresh offerings. The new product aligns with trends of solo dining, which has surged as more Americans eat meals independently.

Executives hope the Domino will revitalize sales and address declining customer satisfaction. The pizza’s rectangular shape and individual portions aim to simplify ordering, reducing debates over toppings or crust. This initiative underscores Domino’s efforts to adapt to changing consumer habits and competitive pressures in the pizza market.