On nearly every financial metric, Domino’s is surpassing its previous performance, as well as its competitors. For example, relative to the same period in 2025, Domino’s has increased both its U.S. sales (by 1.9 percent) and its global sales (by 4.1 percent) in 2026. A recent quarterly profit report indicated a year-over-year increase of 3.6 percent, at the same time that, for example, Pizza Hut earned 16 percent less profit, and Papa John’s noted that its quarterly revenues were $39.7 million less than in the year before. The reasons for its success seem to revolve around two main strategic choices. First, Domino’s has pursued aggressive and distinctive location expansions. It added a franchise in North Pole, Alaska (home to just 2,700 residents—and, allegedly, Santa), and it has delivered pizzas under Loch Ness in Scotland. In both cases, it leveraged its clever locational strategy as part of its advertising strategy, promoting these unique capabilities to demonstrate its ready availability, anywhere in the world. Second, its popular Rewards program has been effective in convincing new or lapsed consumers to give Domino’s a try, and then continue purchasing from it to build up their rewards.

Sources: Rolland Judd, “Not Papa John’s, Not Pizza Hut: This Is the Best-Selling Pizza Chain in the World in 2026,” The Takeout, August 2, 2026; Rolland Judd, “Santa Will Finally Be Able to Order Pizza with this Domino’s First,” The Takeout, December 10, 2025.