Domino’s, hoping to regain momentum, brings back “boost weeks”

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Photo courtesy of Domino’s Pizza

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

The Ann Arbor, Michigan-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 tight and summer gatherings getting underway, we thought it was a good time to bring this tremendous business back,” Joe Jordan, president of Domino’s US and Global Services, said in a statement.

Domino’s has regularly used its Boost Week promotion to generate increased sales during off-peak periods. These weeks were instrumental in helping the chain achieve more than 10 consecutive years of consistent same-store sales growth.

Yet the company hasn’t used it for more than two years, first because it didn’t need it. The pandemic prompted many customers to order pizza delivery, which boosted sales throughout 2020 and into 2021.

And then supply chain issues and driver shortages also prevented the company from using boost weeks.

Still, same-store sales have declined in two of the past three quarters, largely due to driver shortages. The company’s shares are down more than a third this year and it has reshuffled its management, replacing former CEO Ritch Allison with Russell Weiner, who said stimulus weeks were ‘key to growing our business “.

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

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

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