Nation’s Restaurant News: How Domino’s Keeps Adding Customers

With a 13 percent jump in same-stores sales in the third quarter, Domino’s Pizza is struggling to find time to build new locations, according to a recent Nation’s Restaurant News article.

The pizza chain’s CEO Patrick Doyle was nearly at a loss for words with the success. “Our domestic performance was phenomenal,” he said. “I’m not sure how else to put it.”

These results are especially impressive seeing as the overall pizza market isn’t growing very fast, with a one to two percent rate increase each year. Doyle says, “It’s far more about share gains than about anything going on in the category.”

The next question is, how are they doing it? For starters, the pizza chain is the arguably the most technologically advance concept in the restaurant business. Customer can order pizza on Facebook Messenger, Twitter, text, on a TV, and more. With “zero click” ordering pizza can be ordered in ten seconds. In the age of convenience, Domino’s doesn’t give customers any excuse not to order from them.

Along with the focus on digital, the brand has remodeled stores to create more of a “pizza theater” for customers to see how the product is made for full transparency. The introduction of salads and surging sales of new stores have also added to the rising same-store sales.