Dive Brief:
- Domino’s 2023 loyalty relaunch and 2025 e-commerce experience revamp are contributing to its growth, according to executives on a Q4 2025 earnings call.
- Domino’s Rewards finished 2025 with 37.3 million active users, up nearly 20% from its relaunch in 2023, according to CEO Russell Weiner. The loyalty program is up 4.5% from the end of 2024, when it had 35.7 million users.
- The pizza company expects its enhanced e-commerce platform, which rolled out in the third quarter of 2025, to amplify its business, according to Weiner. The updated site is designed to be faster for customers, particularly during the checkout process.
Dive Insight:
Domino’s sees loyalty as an accelerator for its growing carryout business.
The carryout sales have grown an average of 10% annually since Domino’s committed to growing the business in 2010, according to Weiner. Carryout contributed $4.4 billion in sales in 2025 with plans for Domino’s Rewards to spur more growth ahead.
Domino’s saw 3.7% year-over-year U.S. same store sales growth in the fourth quarter of 2025, according to an earnings report. U.S. sales growth was 5.5% year over year.
“We stated before that our objectives with the loyalty program was definitely to cater much more to the carryout customer and also to attract light users,” Weiner said during the call. “And we just talked about the fact that we're up 20% on the number of customers that have come into our loyalty program. So that becomes an accelerator to this fantastic carryout business that we're talking about.”
Comparable carryout sales were up 6.5% in the fourth quarter of 2025, according CFO Sandeep Reddy. Comparable delivery sales grew 1.6% during the same period.
The crossover between carryout and delivery customers remains in the mid-teens even as carryout sales grow, according to Reddy. He previously noted that the company views the growth as the result of new and more frequent customers, not more customers choosing to place both carryout and delivery options, on a Q3 2025 earnings call.
