Domino’s Pizza China has made significant strides in expanding its presence across the country, with its total number of outlets now reaching 1550. This was achieved through the addition of 235 new stores during the first half of the year, a move that has led to an increase in sales momentum as reported in the second quarter.
The growth of the pizza chain has been overseen by DPC Dash, who moved into 15 fresh urban markets within this six-month period. This has brought the total number of cities with a Domino’s presence to 75. The brand’s expansion strategy, dubbed ‘Go Deeper, Go Broader’, has proven successful, focusing on amplifying store density in current markets while simultaneously branching out into new ones. Lower-tier markets now account for 1018 stores, leaving 532 in Tier 1 cities.
DPC Dash formed a strategic alliance with SCPG Group, one of the largest shopping mall operators in China, within the quarter to hasten their store launch process. This collaboration will facilitate Domino’s expansion into new markets while reinforcing its presence in the cities it already operates in. By the end of June, the number of stores that were opened, under construction, or signed for accounted for about 89% of DPC Dash’s full-year 2026 opening target. This was a progressive leap from the 65% recorded at the end of the first quarter.
Domino’s now considers mainland China as its second-largest international market in terms of store count. The company now holds all top 70 positions in the first 30-day sales ranking, illustrating the potential of China’s market, and the efficacy of DPC Dash’s store execution model.
The successful performance has been credited to its ‘4D’ strategy, a blend of network expansion, value-oriented products, effective delivery capabilities, and a robust digital investment.
On the personnel front, DPC Dash bolstered its leadership team during the quarter, by appointing Joanne Xie as the new Chief Marketing Officer. Xie, who has previously held senior positions at McDonald’s China, Coca-Cola, and Mondelez, will now be responsible for brand strategy, digital marketing, customer engagement, and product innovation.
Looking forward, the company anticipates maintaining its expansion momentum for the remainder of the year while continuing its investment in operations, product development, and enhancing the customer experience.
What is Domino’s expansion strategy in China?
Domino’s expansion strategy in China, supervised by DPC Dash, is titled ‘Go Deeper, Go Broader’. It focuses on increasing store density in existing markets and extending into new cities.
Who is the new Chief Marketing Officer of DPC Dash?
Joanne Xie has been appointed as the new Chief Marketing Officer of DPC Dash. She has previously held senior roles at McDonald’s China, Coca-Cola, and Mondelez.
What does Domino’s ‘4D’ strategy entail?
Domino’s ‘4D’ strategy combines four elements: network expansion, value-focused products, delivery capabilities, and digital investment.
