In 2026, Domino’s Pizza Enterprises (DPE) successfully executed a “Quality over Quantity” reset.
After a strategic consolidation in 2024 and 2025 that streamlined the global network, the brand enters 2026 as a lean, data-driven logistics engine.
With approximately 721 stores nationwide as of February 2026, Domino’s remains the
undisputed heavyweight of the Australian pizza sector, outstripping its nearest rival by nearly 450 locations.
Despite a challenging FY25, the brand’s pivot toward prioritising franchise partners’ profitability has led to average rolling EBITDA per store rising to $103,000, the highest level in three years (Source:
DPE 1H26 Market Results).
However, key risks such as ongoing inflationary pressures, intensifying competition from both premium and value-focused entrants, and potential supply chain disruptions may affect the pace and sustainability of these recent profitability gains.
The Domino’s Difference: “Hungry for MORE”
While newer boutique brands focus on artisanal niches, Domino’s has built an impenetrable moat around Speed and Unit Economics.
Under the 2026 “Hungry for MORE” global strategy, the brand has shifted from discount-led marketing to a focus on improving per-order margins.
By reducing reliance on heavy discounting, Domino’s has boosted franchisee profitability, ensuring the system remains resilient against high inflation and labour costs.
At the same time, Domino’s actively monitors emerging consumer preferences and boutique competitors, responding with targeted menu innovations such as limited-edition premium ranges and locally sourced ingredients, all supported by rapid launch capability through DomOS and its vast network.
Defensive investment in digital engagement and loyalty programs ensures the brand remains relevant to younger, experience-driven diners and value-focused households.
These efforts demonstrate Domino’s multi-layered plan to protect market share and reinforce its leadership amid boutique brand competition.
CEO Insight: Don Meij, Group CEO of Domino’s
“Our 2026 momentum is fueled by a conscious trade-off. We reduced our reliance on heavy discounting to build a stronger, more sustainable system. Volumes have moderated as expected, but the unit economics for our franchise partners have never been healthier. We are using our proprietary tech, DomOS, to ensure we are the most efficient delivery business in the world.” (Source: QSR Media Australia 2026)
Pizza Franchise Comparison: 2026 Market Leaders
For investors, the pizza category is currently a battle between scale and specialty. Domino’s dominates on volume, while competitors focus on legacy revitalisation or premium gourmet plays.
| Feature |
Domino’s Pizza
|
Pizza Hut Australia
|
Crust Gourmet Pizza
|
|
Total Stores (AU)
|
~721 (Market Leader)
|
~250–300 (Declining) |
~140+ (Gourmet Leader)
|
|
Initial Investment
|
$400k – $850k
|
$412k – $2M+ |
$450k – $785k
|
|
Service/Royalty Fee
|
7% of Gross Sales
|
6% of Gross Sales |
6.5% of Gross Sales
|
|
Marketing Fee
|
6% of Gross Sales
|
4.75% of Gross Sales |
4% of Gross Sales
|
|
2026 Strategy
|
Profitability & AI
|
System Restructuring |
Premium Niche Expansion |
The 2026 Domino’s Roadmap: New Stores & Expansion Plans
Domino’s 2026 expansion focuses on fortressing existing catchments, meaning the brand opens more stores within smaller radii to drive down delivery times and increase carry-out accessibility.
This strategy not only enhances customer convenience but also improves unit economics by enabling stores to capture a larger share of the local market, reduce operational inefficiencies, and minimise delivery overlap.
As a result, fortressing strengthens market share in key regions and drives higher profitability per store, aligning with the brand’s focus on sustainable growth.
New Domino’s Stores & Key Openings (2026)
The brand has maintained aggressive hiring and expansion in high-growth territories throughout early 2026:
- Victoria: Strategic new capacity in Clayton, Carlton, and Craigieburn to manage urban density.
- New South Wales: Recent openings in Chatswood, Cherrybrook, and Coffs Harbour have strengthened the brand’s 33% market share in the state.
- Western Australia: Expansion into Collie and East Fremantle anchors the 2026 WA growth push.
Rest of Year Plan (2026–2027)
- “Fortressing” Milestone: The goal is to reach 1,200 stores across Australia/NZ by 2028, with a significant portion of new 2026 sites planned for “white-space” regional towns.
- Western Sydney Aerotropolis: Active site selection is underway to capture the 24-hour infrastructure-led population surge in the Badgerys Creek precinct.
- Carry-Out Hubs: Converting existing low-efficiency sites into smaller, carry-out-optimised formats to capture the 20% jump in pick-up sales recorded in early 2026.
Training & Tech: The DomOS Advantage
Domino’s 2026 model integrates the DomOS (Domino’s Operating System), which uses AI to orchestrate kitchen flow and driver dispatch with surgical precision.
- The $25,000 Training Investment:
New franchisees undergo a 10-week intensive program. DPE has increased its focus on “Internal Franchisees,” offering reduced entry paths for proven store managers to maintain the brand’s entrepreneurial culture (Source:
Domino’s Franchising FAQ).
On average, new franchisees report a return on investment within 3.2 years, with many recouping their initial investment in under 36 months, depending on store performance and location.
This competitive payback period strengthens Domino’s position as an accessible and attractive franchise model for prospective investors.
Beyond a simple bar, the 2026 tracker uses GPS and oven-sensors to give customers a “hyper-accurate” arrival time, reducing the “delivery friction” that drives customers toward third-party aggregators.
Monkish’s Take: Why Domino’s Remains a Standout in 2026
Domino’s is regarded as the “Blue Chip” choice for investors seeking technology-driven, logistics-focused QSR opportunities, with unmatched digital infrastructure in the Australian pizza sector.
The brand’s successful shift from high-discount, volume-led growth to sustainable, profit-focused operations has resulted in the highest average EBITDA per store in three years, making franchise investment more attractive.
It is a brand to watch out for in 2026 because:
– Competitors like Pizza Hut are retracting (closing 250 stores in 1H26), and Crust is focusing on premium niches; Domino’s continues to dominate on digital leadership, operational scale, and data-driven decision-making.
– Strategic investments in DomOS (AI-driven kitchen and delivery platform), next-generation loyalty programs, and robust franchisee training give Domino’s a significant edge in profitability and efficiency.
– Proven unit economics with an average payback period of around three years, supported by comprehensive support and proprietary technology, reduce investment risk for new franchisees.
– Ongoing expansion into underserved regional areas and fortressing strategies in metropolitan markets continue to drive market share and accessibility.
– The company’s commitment to sustainability—through innovations in packaging and emissions reduction—aligns with evolving consumer and regulatory expectations, adding to its long-term attractiveness.
– Domino’s adaptability to changing consumer preferences, combined with its leadership in digital ordering, AI-powered automation, and last-mile delivery innovation, positions it for continued growth and resilience beyond 2028.
– In an environment of inflationary pressures and rising competition, Domino’s offers a balanced proposition of stability, innovation, and scalable opportunity for both franchisees and institutional investors.
