Domino's focuses its attention on increasing the order amount

Domino's CEO Co Jordan has announced that the main focus will be directed toward increasing order volume and average order value in order to boost franchisee profitability. This will be achieved through promotions and menu innovations.

This indicates a shift in the chain's growth strategy: alongside opening new locations, sales volume and basket value at existing restaurants are being brought to the forefront. The profitability of franchise owners directly depends on these two indicators.

Menu innovations and campaigns are designed to encourage customers to place more orders and pay more per order. This is of critical importance for franchisees, especially in markets where competition in the delivery segment has intensified.