The news: Domino’s gained 1 percentage point of market share in 2025, driven by 3% US same-store sales growth and incremental revenues from the 179 stores it opened last year.

The company, which has added roughly 11 points of market share over the past 11 years, sees ample white space ahead. CEO Russell Weiner told analysts he believes Domino’s can eventually double the $9.95 billion it generated in the US last year through a combination of same-store sales growth and new unit expansion.

Domino’s secret sauce: While sales have slowed at many quick-service restaurants—including Pizza Hut, where same-store sales fell 1% in Q4 2025—Domino’s continues to gain ground. Weiner expects the chain to keep outpacing the broader quick-service pizza category, driven by its disciplined focus on value, national scale, and robust digital presence.

• Promotions such as “Best Deal Ever,” which offered any size, any crust, and any number of toppings for $9.99, are “proven winners” that drive traffic and spending, he said.
• At the same time, Domino’s continues to refresh its menu with at least two innovations per year, including recent launches like New York Style and Parmesan Stuffed Crust—formats the company believes still have room to grow.
• Scale remains a key advantage. With more than 22,000 locations worldwide, including nearly 7,200 in the US, Domino’s benefits from significant purchasing power and advertising reach, supporting favorable unit economics.
• Beyond its owned website and app, the company is expanding its presence on aggregator platforms. Its mid-2025 launch on DoorDash should drive incremental sales, as management says Domino’s has yet to reach its fair share on any of the major aggregators.

Implications for Domino’s and other brands: Domino’s is leaning into the value equation at a time when consumers are highly price-sensitive. Its ability to pair compelling promotions with menu innovation and broad distribution gives it multiple ways to capture demand. For competitors, matching that combination of scale, value messaging, and digital reach will be increasingly difficult.

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