Domino’s, hoping to regain its momentum, is bringing back Boost Weeks

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Photo courtesy of Domino’s Pizza

Domino’s hopes to give its sales a “boost” 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 tight budgets and the start of summer meetings, we thought this was a good time to bring back this great deal,” said Joe Jordan, Domino’s president of US and global services, in a statement.

Domino’s has regularly used its Boost Week promotion to provide a boost in sales during downturns. The weeks have been instrumental in helping the chain achieve consistent same-store sales growth for more than 10 straight years.

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

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

Still, same-store sales fell in two of the last three quarters, mainly due to driver shortages. The company’s shares are down more than a third this year, and it has revamped its management, replacing former CEO Ritch Allison with Russell Weiner — who said boost weeks are “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 financial services site Sentieo. “And Boost Weeks are really what bring new customers to Domino’s. This is where the magic happens with our loyalty program and all our digital and analytical skills.”

Domino’s said the half-price offer 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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