May
6
Domino’s Strength in April Looks Muted
Filed Under Restaurants
In April, we surveyed 23 Domino’s Pizza locations to store employees about sales trends, top selling pizza specials, and competitors to Domino’s. The survey asked the following questions:
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What is the most popular pizza deal right now?
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Are you busier, slower, the same as last month?
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Who is your primary competition?
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65%% of respondents said that the two medium pizzas with 2 toppings for $5.99 deal was the top deal at Domino’s in April. 9% cited the older 5-5-5 deal.
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48% of respondents reported that their location was busier in April than in March. However, 43% reported having the same level of activity while 9% said business was slower in April.
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48% of respondents felt that Pizza Hut was their primary competitor. This is a similar result to what we saw with our recent Papa John’s survey. 22% view Papa John’s as its primary competitor while 17% viewed local pizza operators as their primary competition.
Conclusion of Channel Check: Domino’s shows solid demand trends and consistent competitive viewpoints to that of Papa John’s. However compared to casual dining where an uptick in demand is clearly discernible it appears that the consumer is not ramping its delivery pizza deliveries in April.
For access to the underlying survey or for more information, please contact Jason Katz at 415.867.0959 or jason@thechannelcheckers.com
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