Domino’s Pizza is doubling down on technology, digital loyalty and data-driven operations as part of its Hungry for MORE strategy, positioning itself to dominate the global quick service restaurant pizza category in 2026.
Based on its Q4 2025 earnings call on February 23, 2026, Domino’s is leveraging AI, enhanced e-commerce capabilities and disciplined aggregator partnerships to drive incremental growth while protecting franchisee profitability.
Kelly Garcia is Domino’s chief technology and data officer, responsible for technology vision, overseeing the global data and analytics team, as well as developing strategic information technology initiatives that support and improve Domino’s business.
AI and technology investments funded by higher tech fee
Domino’s continues to operate as a technology-forward restaurant brand, with digital innovation at the center of both customer experience and store-level efficiency.
In February 2026, the company increased its technology fee by $0.01 to $0.385 per digital transaction. The additional funding is earmarked specifically for ongoing and future technology initiatives, including AI-driven personalization and platform upgrades.
A major priority for 2026 is the rollout of an enhanced e-commerce platform designed to deliver a more frictionless and personalized ordering experience. The upgraded platform will support:
Smarter recommendations using customer data
Faster checkout flows
Improved mobile and desktop performance
Greater scalability to handle peak demand
Operationally, Domino’s is using technology to manage record order volumes and increasingly complex product customization, such as its “Best Deal Ever” offerings, while maintaining strong store-level profitability.
Domino’s Rewards drives digital engagement
Digital loyalty remains a core growth engine. The Domino’s Rewards program reached 37.3 million active users by the end of 2025, marking a 20 percent increase since its relaunch.
The company is leveraging customer data from the loyalty platform to design targeted promotions that attract incremental customers rather than cannibalizing existing demand. Campaigns tied to value bundles and menu innovations, including New York Style crust offerings, are optimized to expand the customer base and increase order frequency.
Domino’s is also digitizing its $4.4 billion carryout business by applying the same digital tools and personalization strategies that made its delivery platform a market leader. Management believes this creates additional share gains in a segment where digital penetration is still expanding.
Strategic push into aggregators with discipline
A notable strategic shift under the digital focus is Domino’s expansion into third-party delivery platforms.
Following its mid-2025 rollout on DoorDash, Domino’s expects meaningful share growth on the platform in 2026 as awareness and marketing support increase.
However, management emphasized strict discipline in managing aggregator partnerships. The company aims to ensure that these channels generate incremental sales and profits rather than migrating high-margin customers away from its owned digital ecosystem.
This balanced approach allows Domino’s to access new customer segments while preserving the economics of its direct ordering model.
Long-term goal: doubling U.S. retail sales
Domino’s management is focused on long-term market share expansion rather than short-term promotional spikes.
The company believes it can potentially double its U.S. retail sales by increasing its market share toward the 40 percent to 50 percent levels achieved in other quick service restaurant categories.
Store expansion remains a key growth lever. In 2026, Domino’s expects to open:
More than 175 net new stores in the U.S.
Approximately 800 net new stores internationally
International expansion will focus heavily on high-growth markets such as China and India, where pizza consumption and digital ordering adoption continue to rise.
A core pillar of the strategy is maintaining strong franchisee economics. In 2025, average franchisee profitability reached approximately $166,000 per store, supporting continued reinvestment and unit growth even amid value-driven pricing strategies.
2026 outlook: steady same-store growth and higher operating income
For 2026, Domino’s projects:
U.S. same-store sales growth of 3 percent, despite a pressured macroeconomic backdrop
Operating income growth of approximately 8 percent, excluding currency impacts
Capital expenditures of $120 million in 2026, primarily focused on technology and corporate investments, before moderating to $110 million in 2027
With a scaled digital ecosystem, expanding loyalty base, disciplined aggregator partnerships and continued global store growth, Domino’s Pizza is positioning itself for sustained, technology-led expansion in 2026 and beyond.
RAJANI BABURAJAN
