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Company > Domino's Pizza: Business Model, SWOT Analysis, and Competitors 2023

Domino's Pizza: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 14, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and key competitors of Domino's Pizza, a leading player in the global pizza delivery industry. We will explore how Domino's has successfully revolutionized the pizza delivery experience through its innovative business model, leveraging technology and efficient operations. Additionally, we will conduct a comprehensive SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats. Finally, we will identify and analyze the major competitors that Domino's will face in the upcoming year, providing insights into the competitive landscape of the industry.

    What You Will Learn:

    • Who owns Domino's Pizza and the background of the company's ownership.
    • The mission statement of Domino's Pizza and how it shapes their business strategies.
    • How Domino's Pizza generates revenue and the key factors that contribute to their financial success.
    • An explanation of the Domino's Pizza Business Model Canvas and how it helps the company stay competitive in the market.
    • The main competitors of Domino's Pizza and an overview of their market share and strategies.
    • A comprehensive SWOT analysis of Domino's Pizza, including their strengths, weaknesses, opportunities, and threats in the industry.

    Who owns Domino's Pizza?

    The Ownership Structure of Domino's Pizza

    Domino's Pizza, one of the world's largest pizza delivery chains, operates under a complex ownership structure. Let's delve into the different entities and individuals that own a stake in this iconic brand.

    Founding Family - The Monaghan Family

    Domino's Pizza was founded in 1960 by Tom Monaghan and his brother James Monaghan. However, Tom Monaghan eventually became the sole owner of the company. He served as the CEO and majority shareholder until 1998 when he sold a significant stake to Bain Capital, a private equity firm.

    Bain Capital - Majority Shareholder

    Bain Capital, a global investment firm based in Boston, acquired a 93% stake in Domino's Pizza in 1998. This major investment allowed the company to expand its operations and further establish its presence in the global pizza market. Despite owning a majority share, Bain Capital does not have direct involvement in the day-to-day operations of Domino's Pizza.

    Public Shareholders

    Following Bain Capital's acquisition, Domino's Pizza made an initial public offering (IPO) in 2004 to provide liquidity to its shareholders. As a result, the company's shares became available for purchase on the New York Stock Exchange (NYSE) under the ticker symbol "DPZ." Today, there are numerous institutional and individual investors who own shares of Domino's Pizza through public trading.

    Franchisees - The Backbone of the Brand

    A significant portion of Domino's Pizza locations is operated by franchisees. These independent business owners enter into franchise agreements with the company to run their own Domino's Pizza outlets. Franchisees contribute to the overall success of the brand by following the company's operational guidelines and leveraging its well-established brand identity.

    The Global Presence

    Domino's Pizza has a vast international presence, with operations in over 90 countries. In many cases, the company has entered into joint ventures or partnerships with local businesses or investors to establish its presence in foreign markets. These ventures often involve shared ownership, with Domino's Pizza retaining a significant stake in the partnership.

    In conclusion, the ownership structure of Domino's Pizza is multifaceted. While Bain Capital holds a majority stake, the Monaghan family, public shareholders, franchisees, and joint venture partners all contribute to the success and growth of this beloved pizza brand.

    What is the mission statement of Domino's Pizza?


    The mission statement of a company defines its purpose and the goals it aims to achieve. In the case of Domino's Pizza, their mission statement encompasses their commitment to providing high-quality pizza while emphasizing customer satisfaction and innovation in the food delivery industry.

    Domino's Pizza's Mission Statement

    Domino's mission statement is "to be the best pizza delivery company in the world." This concise statement encapsulates their primary objective of becoming the leading player in the global pizza delivery market. However, their mission statement goes beyond simply delivering pizzas; it also highlights their dedication to offering an exceptional customer experience and continuously improving their products, services, and operations.

    Commitment to Quality and Customer Satisfaction

    To fulfill their mission, Domino's Pizza places a strong emphasis on quality and customer satisfaction. They strive to ensure that each pizza is made with the highest quality ingredients, using their proprietary dough and sauce recipes. Domino's also places great importance on the speed and accuracy of their deliveries, aiming to consistently exceed customer expectations and provide a seamless ordering experience.

    Innovation and Adaptability

    Domino's Pizza recognizes the importance of innovation in the competitive food industry. Their mission statement reflects their commitment to being at the forefront of technological advancements, constantly evolving their ordering systems and delivery methods. By embracing emerging technologies, such as mobile apps, voice assistants, and GPS tracking, Domino's aims to enhance the convenience and efficiency of their delivery services.

    Constant Improvement

    Domino's understands that maintaining their position as the best pizza delivery company requires continuous improvement. Their mission statement emphasizes their dedication to ongoing innovation, not only in terms of technology but also in product development. Domino's actively seeks customer feedback and uses it to refine their menu offerings and adapt to changing consumer preferences.


    Domino's Pizza's mission statement reflects their aspirations to be the leading pizza delivery company globally. By prioritizing quality, customer satisfaction, innovation, and continuous improvement, Domino's aims to provide an exceptional experience to pizza lovers around the world. Their mission statement serves as a guiding principle for their operations, ensuring that they stay focused on their goals and deliver on their promise of being the best in the industry.

    How does Domino's Pizza make money?

    Pizza Sales

    The primary source of revenue for Domino's Pizza is through the sale of its pizzas. With a wide range of pizza options, including classic flavors, specialty pizzas, and customizable options, Domino's caters to a diverse customer base. The company generates revenue by selling pizzas both for dine-in and takeout, as well as through delivery services.

    Domino's Pizza has established a strong brand presence and has become synonymous with quick and convenient pizza delivery. This has allowed them to attract a large customer base, resulting in high sales volumes. By consistently providing quality pizzas with fast delivery times, Domino's has been able to maintain a competitive edge in the pizza industry.

    Franchise Fees and Royalties

    Another significant revenue stream for Domino's Pizza comes from franchise fees and royalties. Domino's operates on a franchise model, allowing individuals to open their own Domino's Pizza stores under the company's brand name. Franchisees pay an initial fee to acquire the rights to operate a Domino's franchise, which contributes to the company's revenue.

    In addition to the upfront fee, franchisees also pay ongoing royalties based on a percentage of their sales. This provides a continuous source of income for Domino's Pizza, as franchisees contribute a portion of their revenue to the company. As Domino's continues to expand its franchise network, the number of franchisees paying royalties increases, thereby boosting their overall revenue.

    Menu Innovation and Add-Ons

    Domino's Pizza continually invests in menu innovation to attract customers and increase sales. They regularly introduce new pizza flavors, crust options, and side dishes to keep their menu fresh and exciting. These menu innovations aim to entice existing customers to try new items and attract new customers who may have different tastes and preferences.

    Furthermore, Domino's offers various add-ons and extras that customers can include with their orders, such as drinks, desserts, and sides. These additional items not only increase the average order value but also contribute to the company's revenue. By continually expanding and improving their menu, Domino's Pizza ensures that customers have a wide range of options to choose from, ultimately driving sales.

    Digital Platforms and Technology

    Domino's Pizza has heavily invested in digital platforms and technology to enhance the customer experience and streamline their operations. The company's online ordering system and mobile app have made it incredibly convenient for customers to place their pizza orders. The user-friendly interfaces, personalized recommendations, and real-time order tracking have significantly contributed to increased sales.

    Additionally, Domino's embraces technology in its delivery process. They have implemented GPS tracking systems in their delivery vehicles, allowing customers to monitor the progress of their orders. This transparency and reliability not only improve customer satisfaction but also encourage repeat business.

    Moreover, the company has also introduced innovative features like "Domino's AnyWare," which enables customers to place orders via various platforms, including social media, smartwatches, voice assistants, and even car consoles. By embracing technological advancements, Domino's Pizza has gained a competitive edge and further boosted their revenue.

    Domino's Pizza Business Model Canvas Explained


    The Business Model Canvas is a strategic management tool that helps businesses analyze and visualize their business model. In this blog post, we will explore and explain the different components of Domino's Pizza Business Model Canvas.

    Key Partnerships

    Domino's Pizza has established key partnerships that are crucial to its success. One of the most important partnerships is with its franchisees. Domino's operates on a franchise model, which allows them to expand rapidly without having to invest heavily in new locations. These franchisees provide the capital, labor, and local expertise needed to run the individual stores.

    Additionally, Domino's has partnerships with suppliers to ensure a steady supply of high-quality ingredients. By partnering with suppliers, Domino's can negotiate better prices and maintain consistent quality across its stores.

    Key Activities

    The key activities of Domino's Pizza revolve around the operation of its pizza delivery business. These activities include:

    1. Food preparation and cooking: Domino's prepares and cooks pizzas and other menu items in its stores. This includes sourcing fresh ingredients, making dough, and ensuring proper food handling and safety measures.

    2. Order taking and processing: Domino's receives orders through various channels, such as phone calls, online platforms, and mobile apps. The company has invested in technology to streamline the order taking and processing process, ensuring efficient and accurate order placement.

    3. Delivery logistics: Domino's has developed sophisticated delivery logistics systems to ensure timely and efficient delivery of pizzas. This includes optimizing routes, managing delivery personnel, and tracking orders in real-time.

    Key Resources

    Domino's Pizza relies on several key resources to support its business model:

    1. Human resources: Domino's relies on a skilled workforce to operate its stores, prepare and cook pizzas, take orders, and deliver them to customers. The company invests in training and development to ensure the quality and consistency of its services.

    2. Technology infrastructure: Domino's has invested in technology infrastructure to support its online ordering and delivery systems. This includes mobile apps, website platforms, and backend systems to manage orders, track deliveries, and analyze customer data.

    3. Brand reputation: Domino's has built a strong brand reputation over the years, known for its fast and reliable pizza delivery. This brand reputation is a valuable resource that attracts customers and differentiates Domino's from its competitors.

    Value Proposition

    Domino's Pizza offers several value propositions to its customers:

    1. Convenience: Domino's offers a convenient and hassle-free way to order and receive pizzas. With multiple ordering options and efficient delivery systems, customers can enjoy freshly made pizzas delivered to their doorsteps.

    2. Speed: Domino's is known for its "30 minutes or less" delivery guarantee, emphasizing its commitment to fast and timely service.

    3. Quality and consistency: Domino's focuses on maintaining consistent quality across its stores. Customers can expect the same taste and quality of pizzas regardless of the location.

    Customer Segments

    Domino's Pizza targets a wide range of customer segments, including:

    1. Busy professionals: Customers who are short on time and prefer the convenience of ordering food for delivery or takeout.

    2. Families: Domino's appeals to families looking for a quick and easy meal option that can satisfy everyone's taste buds.

    3. Students: Domino's often targets students who are looking for affordable and quick meal options.


    By analyzing the different components of Domino's Pizza Business Model Canvas, it becomes clear how the company has successfully positioned itself in the highly competitive pizza delivery market. Through key partnerships, efficient key activities, and valuable resources, Domino's continues to deliver on its value propositions and cater to a diverse range of customer segments.

    Which companies are the competitors of Domino's Pizza?

    Major Competitors

    Domino's Pizza faces stiff competition from several major players in the pizza delivery industry. These companies have established a strong presence and continue to challenge Domino's for market share.

    Pizza Hut

    Pizza Hut, an American restaurant chain and international franchise, is one of Domino's biggest competitors. With over 18,000 locations worldwide, Pizza Hut offers a wide variety of pizzas, pastas, wings, and other side dishes. Known for its dine-in experience, Pizza Hut has a loyal customer base and a diverse menu that appeals to a broad range of tastes.

    Papa John's

    Papa John's is another significant competitor in the pizza delivery market. Operating over 5,000 stores globally, Papa John's is known for its emphasis on quality ingredients and its signature garlic sauce. With a focus on customer satisfaction and innovative marketing campaigns, Papa John's has successfully positioned itself as a formidable rival to Domino's.

    Little Caesars

    Little Caesars, a global pizza chain, is renowned for its affordable and convenient "Hot-N-Ready" pizzas. With over 6,000 locations worldwide, Little Caesars offers customers the option to pick up a hot pizza without having to wait for it to be prepared. This unique business model and competitive pricing make Little Caesars a popular choice for those seeking quick and budget-friendly pizza options.


    While primarily based in the United Kingdom, PizzaExpress has expanded its reach internationally, making it a significant competitor to Domino's Pizza. Known for its stylish and contemporary restaurants, PizzaExpress offers a diverse menu featuring both classic and innovative pizza options. With a strong focus on quality and customer experience, PizzaExpress continues to attract a loyal following.

    Local and Regional Competitors

    In addition to these major players, Domino's Pizza also faces competition from a multitude of local and regional pizza chains. These smaller establishments often have a loyal customer base built on their unique recipes, local flavors, and personalized service. While they may not have the same global presence as the major competitors, these local and regional pizza chains can still pose a threat to Domino's in their respective markets.

    Overall, Domino's Pizza operates in a highly competitive industry, facing formidable rivals both at a global and local level. The company's ability to innovate, offer competitive pricing, and provide a seamless customer experience will be crucial in maintaining its position as a leader in the pizza delivery market.

    Domino's Pizza SWOT Analysis


    • Strong brand recognition and global presence: Domino's Pizza is one of the most well-known and recognized pizza delivery brands worldwide. With over 17,000 stores in more than 90 countries, it has established a strong global presence, which gives it an edge over its competitors.
    • Efficient delivery system: Domino's has developed a highly efficient delivery system, allowing them to deliver pizzas to customers' doorsteps within a short time frame. This gives the company a competitive advantage, as customers value quick and reliable delivery.
    • Technological innovation: Domino's has been at the forefront of technological innovation in the pizza delivery industry. The company's online ordering system, mobile app, and tracking feature have made it easy and convenient for customers to place orders and track their delivery status.
    • Diverse menu options: Domino's offers a wide range of menu options, including various crusts, toppings, and side dishes. This allows the company to cater to different customer preferences and dietary restrictions, increasing its customer base.
    • Strong franchise network: Domino's operates through both company-owned stores and franchisees. Its franchise network is well-established and robust, enabling the company to expand rapidly and efficiently.


    • Quality perception: Despite its global success, Domino's has faced criticism regarding the quality of its pizza. Some customers perceive the taste and ingredients as being of lower quality compared to other pizza chains. This perception could impact customer loyalty and retention.
    • Reliance on third-party delivery services: While Domino's has its own delivery system, it also relies on third-party delivery services in certain locations. This dependence on external services may result in potential service inconsistencies and quality control issues.
    • Limited menu customization: While Domino's does offer a diverse menu, some customers may desire more customization options. Compared to certain competitors, the company may have limitations in terms of allowing customers to create their own unique pizza combinations.


    • Expansion into emerging markets: Domino's has the opportunity to expand its presence in emerging markets where the demand for pizza delivery is growing. By adapting its menu and marketing strategies to suit local preferences, the company can tap into new customer segments and increase its market share.
    • Health-conscious menu options: With increasing consumer awareness about health and wellness, Domino's can seize the opportunity to introduce more nutritious menu options. By offering healthier ingredients, gluten-free crusts, or vegan alternatives, the company can attract health-conscious customers and differentiate itself from competitors.
    • Delivery partnerships with other businesses: Domino's can explore partnerships with other businesses to expand its delivery services beyond pizza. Collaborations with grocery stores, pharmacies, or convenience stores can create additional revenue streams and increase customer convenience.


    • Intense competition: The pizza delivery industry is highly competitive, with numerous established chains and local pizzerias vying for market share. Competitors that offer unique menu options or lower prices could pose a threat to Domino's market position.
    • Changing consumer preferences: Consumer preferences are constantly evolving, and there is a growing demand for healthier food options, plant-based alternatives, and ethnic cuisines. If Domino's fails to adapt to these changing preferences, it may lose customers to competitors that cater to these demands.
    • Economic downturns: During economic downturns, consumers may cut back on discretionary spending, including ordering delivery food. A decline in consumer purchasing power could impact Domino's sales and profitability.
    • Food safety concerns: Any publicized incidents related to food safety issues can significantly damage a restaurant brand's reputation. Domino's needs to maintain strict quality control measures to avoid any potential food safety incidents that could undermine customer trust and loyalty.

    Key Takeaways

    • Domino's Pizza is owned by a publicly traded company called Domino's Pizza Inc.
    • The mission statement of Domino's Pizza is to be the best pizza delivery company in the world.
    • Domino's Pizza primarily makes money through the sale of pizza and other food items, both for delivery and carryout.
    • The Domino's Pizza business model canvas outlines key aspects such as customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, and key partnerships.
    • Competitors of Domino's Pizza include other major pizza chains such as Pizza Hut, Papa John's, and Little Caesars.
    • A SWOT analysis of Domino's Pizza reveals its strengths, weaknesses, opportunities, and threats, highlighting factors such as its strong brand, global presence, online ordering system, competition, and potential risks in the industry.


    In conclusion, Domino's Pizza is owned by its shareholders, who are individuals and institutional investors. The company's mission statement is to be the best pizza delivery company in the world by exceeding customer expectations. Domino's makes money primarily through the sale of its pizzas and other food items, both through dine-in and delivery services. Their business model canvas is well-defined, with key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure all contributing to their success. However, they face tough competition from companies like Pizza Hut, Papa John's, and Little Caesars. Conducting a SWOT analysis, we can see that Domino's has strengths such as their strong brand, global presence, and efficient delivery system. However, they also face weaknesses such as limited menu options and dependency on delivery services. Opportunities for growth lie in expanding their international presence and introducing new menu items, while threats include changing consumer preferences and intense competition. Overall, Domino's Pizza is a successful and well-established player in the pizza industry, continuously striving to improve and adapt to meet customer needs.


    What is the weakness of the Dominos pizza?

    While Dominos Pizza is a popular pizza chain, it does have some weaknesses. Here are a few:

    1. Quality perception: Dominos has struggled with a perception of lower quality compared to some of its competitors. In the past, its pizza was criticized for being tasteless and lacking in quality ingredients.

    2. Limited menu: Dominos primarily focuses on pizza offerings and has a relatively limited menu compared to some other pizza chains. This may limit its appeal to customers looking for a wider range of options or variety.

    3. Delivery-centric model: While delivery is a significant strength for Dominos, it also means that customers who prefer dining in or takeout options may not find it as appealing.

    4. Regional preferences: Dominos' standardized menu and recipes may not cater to specific regional tastes and preferences, limiting its appeal in certain areas where local pizza options are preferred.

    5. Competition: The pizza industry is highly competitive, with numerous national and local pizza chains, as well as independent pizzerias. Dominos faces competition from other popular brands such as Pizza Hut, Papa John's, and local competitors, which can impact its market share and growth potential.

    What are the strengths of Domino's Pizza?

    Some of the strengths of Domino's Pizza include:

    1. Strong brand recognition: Domino's Pizza is a well-established and recognizable brand globally, which gives it a competitive edge in the pizza industry.

    2. Efficient delivery system: Domino's has developed a highly efficient delivery system, including their famous "30 minutes or free" guarantee, which has helped them establish a reputation for quick and reliable delivery.

    3. Diverse menu options: Domino's offers a wide variety of pizzas, including different crusts, toppings, and sauces, catering to a diverse range of customer preferences. They also offer other menu items like pasta, chicken wings, and desserts, enhancing customer satisfaction and loyalty.

    4. Advanced technology integration: Domino's has embraced technology, including online ordering platforms, mobile apps, and advanced tracking systems, which enhances the customer experience and convenience.

    5. Global presence and franchising model: Domino's operates in over 85 countries and has a strong franchise model, allowing them to expand rapidly and tap into different markets worldwide.

    6. Continuous innovation: Domino's has a reputation for continuously introducing new products and innovative marketing strategies. For example, they were one of the first pizza chains to offer online ordering and trackable delivery, which helped them stay ahead of competitors.

    7. Strong customer service: Domino's has focused on improving its customer service over the years, with initiatives like the "Domino's Tracker" and customer feedback systems. This commitment to customer satisfaction contributes to customer loyalty and positive brand perception.

    What are the opportunities of Domino's Pizza?

    There are several opportunities for Domino's Pizza:

    1. Growing demand for pizza: Pizza is a popular and widely consumed food worldwide, which presents a significant growth opportunity for Domino's Pizza. As more people seek convenient and affordable food options, the demand for pizza delivery and takeout services continues to increase.

    2. Expansion into new markets: Domino's Pizza has the opportunity to expand its operations into new markets, both domestically and internationally. By entering new countries and regions, the company can tap into untapped customer bases and increase its global presence.

    3. Technological advancements: Domino's has embraced technology, allowing customers to order online, through mobile apps, or via voice assistants. The company can further leverage technology to enhance customer experience, such as implementing delivery drones or autonomous vehicles, and exploring new digital platforms for ordering and delivery.

    4. Menu innovation: Domino's can capitalize on new trends and preferences by continuously innovating its menu. By introducing new flavors, ingredients, and dietary options, the company can attract a wider customer base and cater to changing consumer preferences.

    5. Delivery service improvements: Domino's Pizza can focus on improving its delivery service by investing in logistics, streamlining operations, and reducing delivery times. Enhancing the efficiency and speed of delivery can help differentiate the brand and increase customer satisfaction.

    6. Strategic partnerships: The company can explore partnerships with other food and beverage brands or technology companies to enhance its offerings. Collaborations with popular brands or leveraging emerging technologies can provide new avenues for growth and customer engagement.

    7. Expansion into other food categories: While pizza is the core product of Domino's, the company can diversify its offerings by expanding into other food categories. This could include adding new items like salads, sandwiches, or desserts to cater to a wider range of customer preferences.

    8. Focus on sustainability: With growing consumer awareness about sustainability and environmental impact, there is an opportunity for Domino's to prioritize sustainability initiatives. This includes using eco-friendly packaging, sourcing organic and locally produced ingredients, and implementing energy-efficient practices to attract environmentally conscious customers.

    What is a threat to Dominos?

    There are several potential threats to Domino's Pizza. Some of these include:

    1. Intense competition: Domino's faces competition from other major pizza chains like Pizza Hut, Papa John's, and Little Caesars. The intense competition can lead to a struggle for market share and potentially impact Domino's sales and growth.

    2. Changing consumer preferences: Consumer preferences and eating habits can change over time. If there is a shift towards healthier eating or a decline in demand for fast food, it could impact Domino's sales and profitability.

    3. Delivery service alternatives: The rise of third-party delivery services like Uber Eats, Grubhub, and DoorDash provides customers with alternative options for food delivery. If customers prefer ordering from these platforms rather than directly from Domino's, it can impact the company's delivery business.

    4. Negative publicity or food safety concerns: Any incidents related to food safety or negative publicity can significantly damage a company's reputation and affect consumer confidence. This can lead to a decline in sales and customer loyalty.

    5. Economic downturn: During an economic downturn, people may cut back on discretionary spending, including dining out or ordering delivery. This can impact Domino's sales and profitability.

    6. Rising ingredient and labor costs: Increases in ingredient costs or labor wages can put pressure on Domino's profitability. If the company is unable to pass these costs onto customers through price increases, it can impact its bottom line.

    It's important to note that these threats may vary in significance and impact over time, and Domino's management continuously works to address and mitigate them.

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