Domino’s is cutting the price of its menu-priced pizzas in half this week. The promotion, announced Monday, runs through Sunday and applies to any pizza listed at its standard price. Customers can choose from six crust options or specialty pizzas with any toppings, all at 50% off.
The offer continues Domino’s strategy to boost order volume as the pizza sector struggles with declining sales. Limited-service pizza chains saw revenue drop last year, according to data from Technomic. The segment has underperformed other fast-food categories over the past five years.
Domino’s, the largest chain in the space, has grown despite the downturn by taking market share from struggling brands like Pizza Hut and Papa Johns. Those two chains, along with brands like Papa Murphy’s, have been closing locations in recent years.
Same-store sales in the second quarter rose just 0.1%, but the company reported an increase in order count. That suggests customers are buying more pizzas but spending less per order—a trend driven by frequent promotions.
Eric Lefebvre, CEO of Papa Murphy’s owner MTY Food Group, said this month that consumer loyalty in the sector has weakened. Consumers will go where the pizza is cheapest at any time, he noted.
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Scale gives Domino’s an advantage in a price-driven market. The chain operates at higher average sales volumes than competitors and benefits from lower ingredient costs due to its size. It also spends more on advertising than any other quick-service pizza brand.
“The distance between us and our competition is greater than it’s ever been,” CEO Russell Weiner said this month. “Scale wins. And we’ve never had greater scale.”
For customers, the discounts mean cheaper meals. The long-term impact on the industry remains unclear.
As third-party delivery apps continue to draw customers, traditional pizza chains face pressure to adapt. Domino’s has focused on its own digital ordering system, which now accounts for most of its sales. With inflation still squeezing household budgets, price remains the most immediate tool.
The promotion ends Sunday, but the broader discount war shows no signs of slowing.
