Domino's Pizza

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Domino's Pizza, Inc.

Domino's corporate headquarters in Ann

Arbor, Michigan

Type Public

Traded as NYSE: DPZ
S&P 500 component

ISIN US25754A2015

Industry Food delivery

Franchising
Restaurants

Founded December 9, 1960; 60 years

ago in Ypsilanti, Michigan,
U.S.

Founders James Monaghan

Tom Monaghan
Dominick DeVarti

Headquarters Domino's Farms Office Park, 

Ann Arbor, Michigan
, 
U.S.
Number of  17,000[1]
locations
Area served Worldwide
 Key people David A. Brandon
(Chairman)
Richard Allison
(CEO)

Products Chicken wings

Dessert
Pasta
Pizza
Submarine sandwiches

Revenue  US$4.117 billion (FY 2020)

Operating income  US$725.6 million (FY2020)

Net income  US$491.296 million (FY2020)

Total assets  US$1.567 billion (2020)

Total equity -US$3.3 billion (2020)

Number of ~14,400 (2020)
employees (company-owned stores & offices)
~290,000 (FY January 1, 2017)
(including franchises)

Website dominos.com

Footnotes / references
[2][3][4][5][6]

Domino's Pizza, Inc.,[6] branded as Domino's, is an

American multinational pizza restaurant chain founded
in 1960. The corporation is Delaware domiciled[7] and
headquartered at the Domino's Farms Office Park
in Ann Arbor, Michigan.[3][5]

Contents
 1History
 1.11960s–2010s
 1.2International expansion
 1.2.1China
 1.3Present
 2Products
 3Corporate governance
 4Franchises
 5Advertising
 5.130-minute guarantee
 6Marketing
 7See also
 8References
 9External links

History[edit]
1960s–2010s[edit]
In 1960,[8] Tom Monaghan and his brother, James, took
over the operation of DomiNick's, an existing location of
a small pizza restaurant chain that had been owned by
Dominick DeVarti, at 507 Cross Street (now 301 West
Cross Street)[9] in Ypsilanti, Michigan,[10] near Eastern
Michigan University.[11] The deal was secured by a $500
down payment, and the brothers borrowed $900 to pay
for the store.[12] The brothers planned to split the work
hours evenly, but James did not want to quit his job as a
full-time postman to keep up with the demands of the
new business. Within eight months, James traded his
half of the business to Tom for the Volkswagen
Beetle they used for pizza deliveries.[12]
By 1965, Tom Monaghan had purchased two additional
pizzerias; he now had a total of three locations in the
same county. Monaghan wanted the stores to share the
same branding, but the original owner forbade him from
using the DomiNick's name. One day, an employee, Jim
Kennedy, returned from a pizza delivery and suggested
the name "Domino's".[9] Monaghan immediately loved
the idea and officially renamed the business Domino's
Pizza, Inc. in 1965.[12]
The company logo originally had three dots,
representing the three stores in 1965.[12] Monaghan
planned to add a new dot with the addition of every new
store, but this idea quickly faded, as Domino's
experienced rapid growth.[12] Domino's Pizza opened its
first franchise location in 1967[13] and by 1978, the
company had expanded to 200 stores.[14] In 1975,
Domino's faced a lawsuit by Amstar Corporation, the
maker of Domino Sugar, alleging trademark
infringement and unfair competition. On May 2, 1980,
the Fifth Circuit Court of Appeals in New Orleans found
in favor of Domino's Pizza.[15]
In 1998, after 38 years of ownership, Domino's founder
Tom Monaghan announced his retirement, sold 93
percent of the company to Bain Capital, Inc. for about
$1 billion, and ceased being involved in day-to-day
operations of the company.[16] A year later, the company
named Dave Brandon as its CEO.[17]
International expansion[edit]
Domino's Pizza in Oak Hill, Virginia, United States

Domino's Pizza in Nieuw-Vennep, The Netherlands

The store interior of a Domino's Pizza

 Domino's Pizza in Tuxtla Gutiérrez, Chiapas, Mexico

A Domino's outlet in Hyderabad, India

On May 12, 1983, Domino's opened its first international

store, in Winnipeg, Manitoba, Canada.[18] That same
year, Domino's opened its 1000th store, its first
in Vancouver, Washington. In 1985, the chain opened
their first store in the United Kingdom in Luton.[19] Also,
in 1985, Domino's opened their first store in Tokyo,
Japan. In 1993, they became the second American
franchise to open in the Dominican Republic and the
first one to open in Haiti, under the direction of
entrepreneur Luis de Jesús Rodríguez.[20] By 1995,
Domino's had expanded to 1,000 international locations.
In 1997, Domino's opened its 1,500th international
location, opening seven stores in one day across five
continents.[21] By 2014, the company had grown to
6,000 international locations and was planning to
expand to pizza's birthplace, Italy; this was achieved on
October 5, 2015, in Milan, with their first Italian location.
CEO Patrick Doyle, in May 2014, said the company
would concentrate on its delivery model there.[22]
In February 2016, Domino's opened its 1,000th store in
India.[23] Outside the United States, India has the largest
number of Domino's outlets in the world.[23]
In 1995, Domino's Pizza entered China through the
Pizza Vest Fast Food Group, which also owned the
rights to operate Domino's Pizza in 11 Southeast Asian
countries.
China[edit]
The Chinese subsidiary is known as Domino's Pizza
China (simplified Chinese: 达美乐; pinyin: Dá Měi Lè).
As of October 2019, Domino's Pizza China now has
about 250 stores in nine cities: Beijing (about 75
stores), Shanghai (about 100
stores), Guangzhou, Shenzhen, Tianjin, Nanjing, Suzho
u, Wuxi, and Hangzhou. The 200th store in Shenzhen,
was also the 10,000th Domino's store internationally. [24]
The first mainland China store was located in
the Shenzhen Special Economic Zone 4 and the
first Beijing location opened in Haidian District in May
1997. In December 2006, Taiwan's Jinghua Hotel Group
invested NT$500 million to acquire the rights for
Domino's Pizza in Taiwan and Beijing. In 2017, Dash
Brands Ltd., a foreign investment company specializing
in restaurant chains, obtained the exclusive rights
for Hong Kong and Macau.
In China over 90% of orders are placed online. Orders
can be made in the stores and on the company website,
via app, and through the messaging app WeChat.
[25] Despite insisting that its own distribution system has
greater advantages in safeguarding service quality and
data retention, Domino's has already opened up a
model of cooperation with third-party take-out platforms
such as Ele.me and Meituan.[26]
Domino's Pizza China has offered American style potato
bacon pizza, crayfish crispy and tender chicken pizza,
durian pulp pizza, and salted egg yolk pizza, as well as
Sichuan pepper flavor tender chicken drumsticks.[27]
Present[edit]
 Domino's Pizza logo used from 1996 until September 2012 in major
English-speaking countries, and still used in many others

In 2004, after 44 years as a privately held company,

Domino's began trading common stock on the New York
Stock Exchange under the ticker symbol "DPZ".
[28] Industry trade publication Pizza Today magazine
named Domino's Pizza "Chain of the Year" in 2003,
2010, and 2011.[29][30][31] In a simultaneous celebration in
January 2006, Domino's opened its 5,000th U.S. store
in Huntley, Illinois, and its 3,000th international store
in Panama City, Panama, making 8,000 total stores for
the system.[32] In August 2006, the Domino's location
in Tallaght, Dublin, Ireland, became the first store in
Domino's history to hit a turnover of $3 million
(€2.35 million) per year.[33] As of September 2006,
Domino's has 8,200+ stores worldwide, which totaled
$1.4 billion in gross income.[34]
In August 2012, Domino's Pizza changed their name to
simply Domino's. At the same time, Domino's introduced
a new logo that removed the blue rectangle and text
under the domino in the logo, and changed the formerly
all-red domino to be blue on the side with two dots and
red on the side with one dot.[35][36] This was done
because the company wanted to "expand" menu
choices rather than simply rely on their traditional pizza.

Products[edit]

Domino's Pizza in Providencia, Santiago de Chile

The Domino's menu varies by region. The current

Domino's menu in the United States features a variety
of Italian-American main and side dishes. Pizza is the
primary focus, with traditional, specialty, and custom
pizzas available in a variety of crust styles and toppings.
In 2011, Domino's launched artisan-style pizzas.
Additional entrees include pasta, bread bowls,
and oven-baked sandwiches. The menu offers chicken
and bread sides, as well as beverages and desserts. [37]
From its founding until the early 1990s, the menu at
Domino's Pizza was kept simple relative to other fast
food restaurants, to ensure efficiency of delivery.
[38] Historically, Domino's menu consisted solely of one
style of pizza crust in two sizes (12-inch and 16-inch),
11 toppings, and Coca-Cola as the only soft drink
option.[39]

A "make line" at a Domino's

The first menu expansion occurred in 1989, with the

debut of Domino's deep dish or pan pizza. Its
introduction followed market research showing that 40%
of pizza customers preferred thick crusts. The new
product launch cost approximately $25 million, of which
$15 million was spent on new sheet metal pans with
perforated bottoms.[40] Domino's started testing extra-
large size pizzas in early 1993, starting with the 30-slice,
yard-long "The Dominator".[41]
Domino's tapped into a market trend toward bite-size
foods with spicy Buffalo Chicken Kickers, as an
alternative to Buffalo Wings, in August 2002. The
breaded, baked, white-meat fillets, similar to chicken
fingers, are packaged in a custom-designed box with
two types of sauce to "heat up" and "cool down" the
chicken.[42]
Domino's pizza with mushrooms and pineapple

In August 2003, Domino's announced its first new pizza

since January 2000, the Philly Cheese Steak Pizza. The
product launch also marked the beginning of a
partnership with the National Cattlemen's Beef
Association, whose beef Check-Off logo appeared in
related advertising.[43] Domino's continued its move
toward specialty pizzas in 2006, with the introduction of
its Brooklyn Style Pizza, featuring a thinner crust,
cornmeal baked in to add crispness, and larger slices
that could be folded in the style of traditional New York-
style pizza.[44]
In 2008, Domino's once again branched out into non-
pizza fare, offering oven-baked sandwiches in four
styles, intended to compete with Subway's
toasted submarine sandwiches. Early marketing for the
sandwiches made varied references to its competition,
such as offering free sandwiches to customers named
"Jared," a reference to Subway's spokesman of the
same name.[45]
The company introduced its American Legends line of
specialty pizzas in 2009, featuring 40% more cheese
than the company's regular pizzas, along with a greater
variety of toppings.[46] That same year, Domino's began
selling its BreadBowl Pasta entree, a lightly seasoned
bread bowl baked with pasta inside, and the Lava
Crunch Cake dessert, composed of a crunchy chocolate
shell filled with warm fudge.[47] Domino's promoted the
dessert by flying in 1,000 cakes to deliver at Hoffstadt
Bluffs Visitor Center near Mount St.
Helens in Washington state.[48]
In 2010, shortly after the company's 50th anniversary,
Domino's changed its pizza recipe "from the crust up",
making significant changes in the dough, sauce, and
cheese used in their pizzas.[49] Their advertising
campaign admitted to earlier problems with the public
perception of Domino's product due to taste issues. [50][51]
In September 2012, Domino's announced it was going
to roll out a pan pizza on September 24, 2012.
[52] Following this move, the Deep Dish pizza was
discontinued after 23 years of being on the menu.
In December 2013, Domino's Pizza in Israel unveiled its
first vegan pizza, which uses a soy-based cheese
substitute [53][54] supplied by the UK company VBites.[55]
After a stock low point in late 2009, the company's stock
had risen 700 percent in the five years preceding
February 2016.[56]

Corporate governance[edit]
Domino's management is led by CEO Richard Allison.
Previous chief executive Dave Brandon remains
Chairman.[57] Among 11 executive vice presidents are
Jeffrey Lawrence, CFO; Tom Curtis, Team USA; Scott
Hinshaw, Franchise Operations and Development; and
Kevin Morris, General Counsel.[58] Domino's operations
are overseen by a board of directors led by Brandon.
Other members of the board are Allison, Andy Ballard,
Andrew Balson, Diana Cantor, Richard Federico, James
Goldman, Corie Sue Barry and Patricia Lopez.[59]
On July 1, 2018, Allison, the previous president of
international business for Domino's, replaced Doyle as
CEO.

Franchises[edit]

Map of countries with Domino's Pizza restaurants (from 2021)

Domino's Pizza, as of September 2018, has locations in

the United States (including the District of
Columbia, Guam, Puerto Rico and the U.S. Virgin
Islands), in 83 other countries, including overseas
territories such as the Cayman Islands and states with
limited recognition such as Kosovo and Northern
Cyprus.[60] It has its stores in 5,701 cities worldwide
(2,900 international and 2,800 in the U.S.) In 2016,
Domino's opened its 1,000th store in India. [61] As of the
first quarter of 2018, Domino's had approximately
15,000 stores, with 5,649 in the U.S., 1,232 in India, and
1,094 in the U.K.[62][63]
In most cases, Domino's has master franchise
agreements with one company per country, but three
companies have acquired multiple master franchise
agreements, covering multiple countries:
 The rights to own, operate, and franchise branches
of the chain in Australia, Denmark, New Zealand,
France, Belgium, the Netherlands, and Monaco are
currently owned by Australian Domino's Pizza
Enterprises, having bought the master
franchises from the parent company in 1993
(Australian and New Zealand franchises) and 2006
(European franchises).
 The master franchises for the UK and Ireland were
purchased in 1993 by the British publicly
listed Domino's Pizza Group (DPG), which acquired
the master franchise for Germany in 2011 and
Switzerland, Liechtenstein, and Luxembourg in
August 2012 by buying the Swiss master franchise
holder, with an option to acquire the Austrian master
franchise as well.[64][65][66] DPG opened its first
Swedish location near the Mobilia shopping mall
in Malmö in December 2016; three years later, in
2019, they announced however that they would sell
all their current business in the country.[67][68]
 The master franchises for India, Nepal, and Sri
Lanka are currently owned by the Indian
company Jubilant FoodWorks. India is the largest
international market for Domino's outside its home
market, being the only country to have over 1,000
Domino's outlets.[62] The company operates 1,232
stores across 264 Indian cities as of 2018. [62][63]
 In Bangladesh, the franchises for Domino's Pizza are
co-owned by Jubilant FoodWorks and Golden
Harvest Limited forming 'Domino's Pizza Bangladesh
Limited'. In this entity, Jubilant FoodWorks is the
majority shareholder and owns 51% of the company,
while the rest of the share is owned by Golden
Harvest Limited.[69] The first store in Bangladesh
opened in February 2019.[70]
 As of July 27, 2020, Domino's Pizza opened in
downtown Zagreb, Croatia.[71]

Advertising[edit]
 Arie Luyendyk's Lola-Chevrolet which won the 1990 Indianapolis
500 for Doug Shierson Racing

In late 1986, Domino's was well known for its

advertisements featuring a character called the Noid,
created by Group 243 Inc. who hired Will Vinton
Studios to produce the television commercials that
featured the character. The catchphrase associated with
the commercials was "Avoid the Noid". The Noid was
discontinued after Kenneth Lamar Noid, believing the
mascot to be an imitation of him, held two Domino's
employees hostage in Chamblee, Georgia.[72] The
employees escaped while Noid ate a pizza he had
ordered.[73] Noid was eventually diagnosed with
paranoid schizophrenia and acquitted due to insanity,
and later committed suicide.[74][75] The Noid was briefly
brought back for a week in 2011 in an arcade-style
game on the Domino's Facebook page. The person with
the top score received a coupon for a free pizza. [76]
Due to a glitch on the Domino's website, the company
gave away nearly 11,000 free medium pizzas in March
2009. The company had planned the campaign for
December 2008 but scrapped the idea and never
promoted it. The redemption code to receive the pizzas
was never deactivated, however, and resulted in the
free giveaway of the pizzas across the United States
after someone discovered the promotion on the website
by typing in the word "bailout" as the redemption code
and then shared it with others on the Internet. Domino's
deactivated the code on the morning of March 31, 2009,
and promised to reimburse store owners for the pizzas.
[77]

Domino's sponsored CART's Doug Shierson Racing,

which was driven by Arie Luyendyk and won the 1990
Indianapolis 500. In 2003, Domino's teamed up with
NASCAR for a multi-year partnership to become the
"Official Pizza of NASCAR."[78] Domino's also
sponsored Michael Waltrip Racing and driver David
Reutimann during the 2007 season in the NASCAR
Sprint Cup Series.
In June 2020, Domino's announced that it had started a
project to pave over cracks and potholes on roads in the
United States called "Paving for Pizza" to prevent their
pizzas from being ruined, giving cities and towns grants
for road repairs.[79][80][81] The company had reached an
agreement with four cities and towns,
including Burbank, California; Bartonville,
Texas; Athens, Georgia; and Milford, Delaware to pave
their roads.[79] The paved sections feature the Domino's
logo along with the slogan "OH YES, WE DID".[80]
30-minute guarantee[edit]
Beginning in 1973, Domino's Pizza offered a guarantee
to customers their pizza would be delivered within 30
minutes of placing an order or they would receive the
pizza free. This guarantee was changed to $3 off in
1987. In 1992, the company settled a lawsuit brought by
the family of an Indiana woman who had been killed by
a speeding Domino's delivery driver, paying the family
$2.8 million. In another 1993 lawsuit, brought by a
woman who was injured when a Domino's delivery
driver ran a red light and collided with her vehicle. The
woman was awarded nearly $80 million by a jury, but
accepted a payout of $15 million.[82] The half-hour
guarantee was dropped that same year because of the
"public perception of reckless driving and
irresponsibility", according to then-CEO Tom Monaghan.
[82][83]

In December 2007, Domino's introduced a new slogan,

"You Got 30 Minutes," alluding to the earlier pledge, but
stopping short of promising delivery in half an hour. [84][85]
[86]

The company continues to honour the 30-minute

guarantee for orders placed in its stores located
in Colombia, Vietnam, Mexico, China, and India.[87] The
30-minute guarantee is subject to the terms and
conditions applied in the respective country. [87]

Marketing[edit]
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In 2001, Domino's launched a two-year national

partnership with the Make-A-Wish Foundation of
America. That same year, company stores in New York
City and Washington, D.C. provided more than 12,000
pizzas to relief workers following the September 11
attacks on the World Trade Center and The Pentagon.
Through a matching funds program, the corporation
donated $350,000 to the American Red Cross' disaster
relief effort.[21] In 2004, Domino's began a partnership
with St. Jude Children's Research Hospital, participating
in the hospital's "Thanks and Giving" campaign since
the campaign began in 2004, and raising $5.2 million in
2014.[88]
In 2007, Domino's introduced its Veterans Delivering the
Dream franchising program and also rolled out its online
and mobile ordering sites.[14] In 2008, Domino's
introduced the Pizza Tracker, an online application that
allows customers to view the status of their order in a
real time progress bar.[89] Since 2005, the voice of
Domino's Pizza's US phone ordering service has been
Kevin Railsback.[90]
In a 2009 survey of consumer taste preferences among
national chains by Brand Keys, Domino's was last —
tied with Chuck E. Cheese's. In December that year,
Domino's announced plans to entirely reinvent its pizza.
It began a self-critical ad campaign in which consumers
were filmed criticizing the then-current pizza's quality
and chefs were shown developing a new pizza. [91]
[92] The new pizza was unveiled that same month. The
following year, 2010 and Domino's 50th anniversary, the
company hired J. Patrick Doyle as its new CEO and
experienced a 14.3% quarterly gain. While admitted not
to endure, the success was described by Doyle as one
of the largest quarterly same-store sales jumps ever
recorded by a major fast-food chain.[93][94]
In 2011, Domino's launched a billboard advertising in
New York's Times Square which displayed real time
comments from customers, including good, neutral and
bad comments.[95]
In 2015, Domino's unveiled a "pizza car" that can carry
80 pizzas, sides, 2-liter bottles of soda, and dipping
sauces.[96] It also has a 140-degrees Fahrenheit oven
on board and is more fuel efficient than a standard
delivery car. Officially named the Domino's DXP, the car
is a Chevrolet Spark customized by Roush
Performance. Once each car reaches 100,000 miles, it
will be retired and returned to Roush, where it will be
returned to stock form.[97]
In 2016, Domino's cooperated with Starship
Technologies and applied self-driving robots to deliver
pizzas in specific German and Dutch cities.[98] In 2016,
Domino's in New Zealand delivered the world's first
pizza delivery by unmanned aerial vehicle using the
DRU Drone by Flirety.[99]
In February 2017, Domino's launched a wedding
registry with gifts delivered in the form of Domino's eGift
cards.[100] Domino's also worked with Gugu Guru to
create a pizza-themed baby registry.[101] Customers
have the option of signing up for Domino's pizza
package to be served for the event. [102]
In June 2018, Domino's began repairing potholes in
America as part of its "Paving for Pizza" initiative to
prevent its pizzas from being damaged in transit. [103][104]
[105][106][107]

In June 2019, Domino's announced a partnership with

robotics company Nuro. The service is slated to launch
in Houston, Texas with Nuro's custom, self-driving
vehicle, R2.[108]

See also[edit]
 List of pizza chains
 List of pizza chains of the United States
 List of pizza franchises
 List of pizza varieties by country

References[edit]
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