Domino’s Pizza has announced a significant update to its menu and promotions as the company faces continued shrinking sales in the U.S.
The pizza chain, which operates more than 21,300 stores worldwide, revived its popular “Best Deal Ever” by offering any pizza with any toppings for $9.99 in online orders through August 3, and it also unveiled three “secret menu pizzas” designed by its chefs, according to TheStreet.
Why It Matters
These moves come after Domino’s reported a 0.5 percent year-over-year decline in U.S. same-store sales in its first-quarter 2025 earnings report. This strategic menu change occurs as price hikes across the fast-food sector have dampened consumer demand.
Fast-food prices rose nearly 47 percent over the past decade, TheStreet reported, prompting 34 percent of U.S. consumers to reduce their visits to restaurants and 45 percent to cook more at home, according to Ipsos Consumer Tracker data from August 2024.
What To Know
Main features of the Domino’s menu update include the return of the “Best Deal Ever,” which allows online customers to order any size pizza—choosing from Hand Tossed, Handmade Pan, New York Style, Gluten Free or Crunchy Thin Crust—for $9.99 through August 3, per a company press release, adding that the deal also includes an array of sauces and toppings and is available via Domino’s website and app.
Alongside the promotion, Domino’s introduced three chef-recommended secret menu pizzas:
- Rachel’s Sweet Buffalo: New York Style crust, robust-inspired tomato sauce, pepperoni, bacon, pineapple and hot buffalo sauce.
- Spencer’s Garlic Parm Bananza: Handmade Pan Crust, garlic Parmesan sauce, sausage, banana peppers and Parmesan/Asiago cheese.
- Hannah’s Alfredo Veggie Melt: Crunchy Thin Crust, Alfredo sauce, spinach, feta, green peppers, onions, mushrooms and Parmesan/Asiago cheese.
Newsweek reached out to Domino’s for comment via email.
Domino’s CEO Russell Weiner previously said economic pressure and reduced disposable income are pushing lower-income customers toward home-cooked meals, per TheStreet.
“I think just in general, consumer disposable income is down, and their confidence levels, they are also down to kind of 2022 levels,” Weiner said. “And so just in general, right now, there’s a headwind on the total business.”
In light of this, Domino’s latest promotion and menu innovations aim to reverse recent declines and address consumers’ budget concerns.
“There’s been a real shift in the fast-food industry. I’ll be honest—I’ve found myself just making the same meals at home during the week instead of ordering out,” Kevin Thompson, CEO of 9i Capital Group and host of the 9innings podcast, told Newsweek. “And I’m someone who’s relatively inelastic when it comes to price. So if I’m noticing the difference, I can only imagine how the average consumer is feeling.”
According to research from WalletHub, prices at limited-service restaurants have skyrocketed by 47 percent over the past decade, far outpacing inflation.
“Domino’s latest menu changes and the return of its ‘Best Deal Ever’ promotion are strategic moves aimed at addressing a very real concern, as fast food just isn’t cheap anymore,” WalletHub writer and analyst Chip Lupo told Newsweek.
“Offering any-topping pizzas for $9.99 gives Domino’s a way to stand out and provide value at a time when people are questioning whether fast food is even worth the cost. In states like Mississippi and New Mexico, fast food eats up nearly half a percent of the average household’s monthly income, and that’s just for a burger, a small pizza, and a chicken sandwich. Deals like this help make eating out more accessible again.”
What People Are Saying
Kate Trumbull, Domino’s executive vice president and chief marketing officer, said in a statement: “Our most popular deal is back – and it’s all thanks to our customers. We heard how much they loved experimenting with different crusts, sauces, and toppings they don’t normally order. With more than 34 million ways to make a single Domino’s pizza, the possibilities for creating customized, mouthwatering pizzas are almost endless.”
Thompson also told Newsweek: “Fast food is struggling right now. Prices are going up, and consumers are being forced to look for cheaper alternatives. So, companies are trying to bring people back in with promo deals, but let’s be honest, that’s a short-term fix. The deeper issue is affordability and value, and this move feels more reactive than strategic.”
Alex Beene, financial literacy instructor for the University of Tennessee at Martin, told Newsweek: “Few industries have felt the pinch of inflationary pressures as much as fast food restaurants have. As food, production, and labor costs soared, so too did menu prices, and the result has been a decline in customer traffic in recent years for many retailers, including Domino’s. The $9.99 ‘best deal ever’ promotion is an attempt to win back customers who have favored eating at home instead of eating out since prices increased, and it may do it.”
Lupo also told Newsweek: “What we’re seeing here isn’t just about one company, it’s part of a larger trend across the fast-food industry. As more people shift toward cooking at home to save money, fast-food chains have to work harder to offer real value and justify the cost of the convenience.”
What Happens Next
The $9.99 promotion lasts through August 3, as Domino’s pushes to appeal to value-minded customers and counteract declining sales.
The effectiveness of these menu changes on company performance will likely be gauged during its next earnings report.
“Fast food has always been seen as the affordable option, but that’s changing. If the economy takes a dip and sentiment stays low, this industry could be in for a rough stretch,” Thompson said. “It’s cyclical by nature, and with input costs still rising, I think we’re just starting to see the fallout.”
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