Domino's, the number one pizza chain in America, is currently running a deal that's so good, it makes us feel like May is National Pizza Month (when in reality, it's October). The chain announced on social media that it will be offering 49% off all menu-priced pizzas.
The discount is available now and will run until May 23. It can only be applied to menu-price pizzas, which means it cannot be used in conjunction with other discounts or promotions. Eligible orders must be made online and use Domino's Carside Delivery service, a kind of delivery/carryout hybrid introduced by the company last year, between 4 p.m. and 9 p.m.
Domino's, like its competitor Papa John's, is coming off a particularly strong fiscal year. Both pizza chains saw double-digit same-store sales growth in 2020. According to Restaurant Dive, the surge was likely brought on by recent consumer preference for contactless options in the quick-service market. Pizza chains were well-positioned to meet this demand, delivery services being one of their main features.
Domino's, in particular, thrived during the pandemic. The pizza chain has long been known not only for its delivery service but for its speed in adopting new, business-enhancing technologies, including online ordering and mobile apps. For this reason, Domino's claimed well over a third of the quick-service pizza delivery market in 2020.
However, with indoor dining slated to return later in the year, and with major segments of the fast-food industry throwing their weight behind third-party delivery services like Uber Eats and DoorDash, pizza giants will likely experience slower sales growth, as well as greater competition in delivery.
Domino's current discount is best understood in light of the steepening competition in the delivery market. Initially, the company sought to combat this by promoting carryout as an alternative. Pandemic conditions, however, limited customers' access to Domino's stores, so the chain introduced the Carside Delivery system in June 2020, in which customers remain in their cars while their orders are hand-delivered to them, 1950s-style.
The 49%-off offer helps direct customers to the Carside Delivery service, as well as Domino's digital ordering platforms, which could help the chain reposition itself as something other than a delivery brand. For more, check out The Best&Worst Menu Items at Domino's, According to an RD, and don't forget to sign up for our newsletter to get the latest restaurant news delivered straight to your inbox.