Food

Domino's US sales slow as customers pull back on pizza

Domino's is going all in on new products, innovations, and promotions meant to grab customers' attention. ©Image Credit: Unsplash / Miroslav Denkov

Domino's hasn't just hit a bump in the road; it has hit a wall. Inflation is hitting people hard, and skipping takeout seems to be one of the most common money-saving solutions, resulting in slumping sales at Domino's.

A rare slowdown for the pizza giant

According to its latest Q2 2026 earnings report, Domino's U.S. same-store sales grew by a razor-thin 0.1%. While still technically in the positive, it marks the company's slowest growth rate in over a year and fell short of Wall Street expectations.

Domino's leadership admitted that recent menu rollouts and promotions failed to capture customer interest, leaving sales largely stagnant.

Domino's isn't alone in the struggle

The entire restaurant industry is contending with a perfect storm of rising labor costs, rising shipping costs, rising product/ingredient costs, inflation, and a change in consumer demands.

Despite the small, almost flat growth, Domino's is still doing better than a lot of other pizza chains. Both Papa John's and Pizza Hut face big challenges driven by shifting consumer habits.

Right now, the number one priority for diners is cost. They want a deal, and they are willing to skip dining out if they can't find a deal.

Domino's is staying positive about the future

Flat sales aside, Domino's is staying positive about the future. The company says it's confident it can weather these challenges by leaning in on innovation and promotions.

The idea is to get the attention of diners, offer items and prices that are competitive, and get on a growth path.

Its new "Best Deal Ever" promotion includes the ultra-popular stuffed-crust pizza. If customers want value, that's where to look.

Worth a second look

If you haven't checked out the Domino's menu in a while, this could be the time to do it. With new offerings and lots of promotions, you'll be in the driver's seat.

Sources: Bloomberg, Crain's Detroit Business

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