As an ex-Dominos customer here are my 2-cents. I am not invested but I hope my comments provide some insight into the mind of a regular pizza eater.
Do note that I will not be focusing on the quality of the pizza, as it can be subjective, but rather only on the price .
My deal with my kid is to get her a pizza once every 2 weeks and few years back Dominos was my goto place. Those were the days when Dominos had amazing offers! Buy 1 get 1 free. 20% off. etc. And it made sense.
Then in the recent years, those deals disappeared. And during the same time, once, my kid commented on their thin-crust pizza as being 'card-boardy". Note that we were regulars and hence could immediately notice the drop in quality.
So we switched from Dominos to Tuscano. (Tuscano is a Italian restaurant in Bangalore). At the face of it one would say, one cannot compare Dominos with a fine dining restaurant like Cafe Tuscano. And that is exactly my point!!! And here is the comparison:
As of today, if I order a large Veg Extraveganza from Dominos then it will cost me 519 Rs (after tax). And similar “rich” pizza from Cafe Tuscano costs me 590 Rs (after tax and after the 10% discount they give for take away orders). For 70 Rs more, we eat a better pizza from a gourmet restaurant.
Things are even more skewed if you consider pizzas from a well rated mid-level cafe like Cafe Pascucci, that serves amazing wood burnt pizza for 25% less than Dominos.
I feel Dominos needs to bring back their “good deals” if they want their old customers to come back!