Domino’s is very well situated as the largest US pizza chain (36% delivery share & 15% carryout share) with a 40% domestic share among the top 4 players. Brand positioning emphasizes: leading-edge, digital ordering convenience/speed and seamless payments; a 100% contactless delivery model; and its long running $5.99 and $7.99 price point deals which are centric to their everyday value positioning. The chain’s impressive 75% digital sale mix drives higher group checks including more high margin add-on sales enabled by its broad menu (specialty chicken, wings, stuffed cheesy bread, salads & desserts).

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