Marketing

Domino’s, hoping to recover its momentum, brings back ‘boost weeks’

The company’s promotion, offering 50% off pizzas ordered online, is returning this week after a pandemic hiatus.
Domino's boost week promotion
Photo courtesy of Domino's Pizza

Domino’s hopes to give its sales a “boost” this week.

The Ann Arbor, Mich.-based pizza chain is bringing back its “boost week” promotion after a two-year hiatus, offering 50% off pizzas ordered online today through Sunday.

“With wallets being squeezed and summer gatherings starting up, we thought this was a good time to bring back this tremendous deal,” Joe Jordan, Domino’s president of U.S. and global services, said in a statement.

Domino’s has regularly used its boost week promotion to generate a sales lift during slow periods. The weeks have been instrumental in helping the chain to more than 10 straight years of consistent same-store sales growth.

Yet the company hasn’t used one in more than two years, at first because it didn’t need them. The pandemic drove a lot of customers to order pizza delivery, driving sales throughout 2020 and into 2021.

And then supply chain concerns and a shortage of drivers also prevented the company from using boost weeks.

Yet same-store sales decreased two of the past three quarters, largely because of the driver shortage. The company’s stock is down by more than a third this year and it overhauled its management, replacing former CEO Ritch Allison with Russell Weiner—who said that boost weeks were “key to building our business.”

“We haven’t done boost weeks in a couple of years,” Weiner said in April, according to a transcript on the financial services site Sentieo. “And boost weeks really is what drives new customers into Domino’s. That’s where the magic happens with our loyalty program and all our digital and analytical capability.”

Domino’s said that the half-off deal is good for any pizza ordered through the company’s website, online ordering apps or its “AnyWare” ordering through Google Home, Alexa, Slack and Facebook Messenger.

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