In 2019, Domino’s was the leading pizza chain in the United States based on systemwide sales. With a sales volume of over seven billion U.S. dollars, the company also ranked among the top quick-service restaurant (QSR) chains in the U.S. As consumer appetite for pizza has increased over the past few years, the pizza category has become one of the most profitable sectors of the entire QSR industry: In 2019, consumer spending in the pizza category reached 37.8 billion U.S. dollars and accounted for over 13 percent of total quick-service restaurant spending in the country.
Unlike some of the brand’s competitors, Domino’s primarily focuses on the delivery and carryout segments of the pizza industry. While many stores offer casual seating and enable customers to watch the preparation of orders in their Pizza Theaters, they do not provide a full-service dine-in experience. This focus on delivery and carryout services has proven successful, with Domino’s global revenue figures increasing steadily since 2009.
After six decades of growth and almost four decades of international expansion, Domino’s today operates over 17,000 primarily franchised stores worldwide. Most restaurants are located in the United States, and with more than 6,100 restaurants, Domino’s is the second-largest pizza chain in the U.S. after Pizza Hut. That said, the brand not only competes against popular pizza franchises like Pizza Hut, Papa John’s, and Little Caesars in terms of unit count, but also based on product quality, location, service, price, and customer satisfaction. According to the American Customer Satisfaction Index (ACSI) carried out in early 2020, Domino’s ranked above all three competitors with a score of 79. How this customer rating will evolve in the future will likely be determined by the company’s handling of the coronavirus (COVID-19) pandemic.