Domino's Pizza: ad spend in the U.S. 2012-2018

Domino’s Pizza has been steadily increasing their advertising expenditure in the United States, which has grown year on year since 2012, to reach a total of 389 million U.S. dollars in 2018. This figure constitutes a 85 percent increase in spending over the measured period.

‘Domino’s Pizza’

Domino’s Pizza was originally founded in 1960 in Ypsilanti, a small city just outside Ann Arbor, Michigan. From three fully-owned stores in 1965, the first franchised Domino’s location opened in 1967, leading to rapid growth whereby there were 200 stores across the U.S. as of 1978. In 1983 the first international Domino’s store was opened in Winnipeg, Canada, and by 1995 there were 1,000 Domino’s locations in various countries outside of the U.S. Company founder Tom Monaghan eventually sold the Domino’s for around one billion U.S. dollars in 1998, and in 2004 the company was listed in the New York stock exchange. By 2018 the total number of Domino’s locations worldwide had reached 15,914.

‘U.S. quick service restaurants’

Domino’s is one the most recognizable fast food brands in the world, with only industry giants McDonalds, Starbucks, Subway and KFC having a higher global brand value. This brand recognition has an associated cost, however. Of all fast food chains, Domino’s had the second-highest advertising spend in the U.S. for 2018 – despite many other chains having more stores and higher sales figures.

Domino's Pizza advertising spending in the United States from 2012 to 2018

Spending in millions U.S. dollars
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Sources

Release date

June 2019

Region

United States

Survey time period

2012 to 2018

Supplementary notes

Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology.

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