For several financial quarters, Domino’s Pizza (DPZ) has struggled to shake a growing consumer trend that has negatively impacted sales.
After fast-food prices increased by almost 47% over the past decade, consumers across the country have been changing their tune.
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According to data from Ipsos Consumer Tracker last year, 34% of U.S. consumers have cut back on having dinner at fast-food restaurants. Also, 30% said they have avoided getting dinner from takeout or delivery, while 45% said they cook dinner at home more frequently.
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Amid this prominent consumer trend, Domino’s Pizza revealed in its first-quarter earnings report for 2025 that its U.S. same-store sales declined by 0.5% year-over-year during the quarter. This comes after the pizza chain rolled out several limited-time deals to win back customers and added a new Parmesan Stuffed Crust pizza to its menu.
During an earnings call in April, Domino’s Pizza CEO Russell Leener acknowledged that more lower-income customers are opting to eat at home as economic pressures cause them to limit their spending.
“I think just in general, consumer disposable income is down, and their confidence levels, they are also down to kind of 2022 levels,” said Leener. “And so just in general, right now, there’s a headwind on the total business.”
Domino's Pizza makes bold move to fix its low sales
In a major effort to attract more customers into its stores, Domino’s Pizza has announced the return of its beloved “Best Deal Ever” promotion. This deal, which is set to last until Aug. 3, allows customers to order pizza with any toppings for $9.99 when they order online.
In addition, Domino’s unveiled three new “secret menu pizzas” – Rachel's Sweet Buffalo, Spencer's Garlic Parm Bananza, and Hannah's Alfredo Veggie Melt.
Rachel's Sweet Buffalo pizza is made when customers order a pizza with a New York Style crust and Robust-Inspired tomato sauce, topped with pepperoni, bacon, pineapple, and hot buffalo sauce.
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To order a Spencer's Garlic Parm Bananza, customers must select Handmade Pan Crust when building their pizza, and add garlic parmesan sauce, sausage, banana peppers, and parmesan/asiago cheese.
A Hannah's Alfredo Veggie Melt pizza is made with a Crunchy Thin Crust and alfredo sauce, topped with spinach, feta, onions, green peppers, mushrooms, and parmesan/asiago cheese.
Domino's Pizza recently raised alarm bells around a major problem
The move from Domino’s Pizza comes after it announced a partnership with DoorDash in April to boost its struggling delivery business. The partnership allows Domino's drivers to deliver orders submitted through the DoorDash app to customers.
“The ability to connect seamlessly with DoorDash customers means more sales for Domino's stores, while efficiently leveraging our brand's robust delivery network,” said Domino’s Pizza Chief Operating Officer Joe Jordan in a press release.
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During an earnings call in February, Leener warned investors that Domino’s customers have recently been shifting away from having their food delivered and are instead opting for carryout to save money.
“Delivery is a tougher value right now in this value-conscious world,” said Leener. “And so, the choice isn't going to another restaurant. Most of the time, it's eating at home.”
He also highlighted that delivery is a “more expensive” option than carryout, but stressed that Domino’s prices are competitive.
“Delivery is certainly more expensive,” said Leener. “You got the fees, hopefully tips for our drivers. But still, when you look at delivery, we're very competitive down to the delivery fee and the price, not only to other pizza, but really other items you get delivered.”
Related: McDonald’s agrees to end bold partnership consumers rejected
