Domino’s Pizza exceeded expectations in the first quarter of 2024, reporting strong sales and profit figures. This success was driven in part by increased engagement from consumers in the United States who took advantage of the company’s loyalty program offers.
Investors responded positively to Domino’s performance, with the company’s shares rising by nearly 8% in early trading following the announcement. This marked a continuation of Domino’s overall upward trend, with shares having gained around 21% since the beginning of the year.
Domino’s demonstrated resilience in the face of challenges affecting the broader eating-out industry in the United States. By leveraging its loyalty program effectively and introducing enticing promotions, the company attracted inflation-weary consumers to its range of pizzas and chicken wings.
U.S. same-store sales saw a notable increase of 5.6% during the quarter, surpassing analysts’ estimates. Interestingly, the growth in order count was particularly strong among lower-income consumers, highlighting Domino’s broad appeal across income cohorts.
CEO Russell Weiner highlighted the effectiveness of promotional deals compared to everyday low prices in driving customer engagement. Additionally, strategic measures such as revamping the loyalty program and partnering with Uber Eats for delivery services have contributed significantly to Domino’s success.
Looking ahead, Domino’s plans to continue its promotional efforts, including the introduction of more “boost” weeks offering substantial discounts. The company’s focus on value and convenience, coupled with innovative initiatives, is expected to help it maintain its market leadership position in the highly competitive pizza delivery sector.
