DPC Dash: Dominating China's Pizza Market with Strategic Expansion and Customer Focus

DPC Dash – Domino's Pizza China ("DPC Dash" or the "Company") (1405.HK), Domino's Pizza's exclusive master franchisee in the China Mainland, the Hong Kong Special Administrative Region of China, and the Macau Special Administrative Region of China, has maintained its leadership in China's pizza market during the fourth quarter of 2024. The Company's success can be attributed to its effective 4D strategy, which focuses on Development, Delicious Pizza at Value, Delivery, and Digital, as well as its strategic expansion and customer-centric approach.



DPC Dash's aggressive store network expansion, driven by its "Go Deeper, Go Broader" strategy, has been a significant factor in its market leadership. The Company opened 240 net new stores in 2024 alone, reaching a total of 1,008 stores in 39 cities as of December 31, 2024. This expansion has elevated China to become Domino's third-largest international market by store count. DPC Dash's store network expansion has not only increased its market reach but also strengthened its brand influence and market competitiveness.



DPC Dash's commitment to offering delicious pizza at value has also contributed to its success. The Company continuously innovates its product offerings, launching unique new products like Italian Fresh Mozzarella & Meat Deluxe Pizza and Korean-Style Pork with Pear Sauce Pizza. These new products, along with limited-time offers and festive items, have been well-received by customers and have driven sales growth. DPC Dash's classic menu remains highly competitive in the market and continues to be favored by customers.

DPC Dash's digital initiatives have also played a crucial role in its market leadership. The Company's digital platforms have driven customer engagement, attracted new customers, and improved customer retention. As of December 31, 2024, DPC Dash's loyalty program members reached 24.5 million, highlighting the Company's deep insights into refined membership operations. Over the past 12 months, 11.7 million new customers placed their first orders with Domino's Pizza China, demonstrating the Company's precise efforts in digital marketing and consumer relationship management.



DPC Dash's consistent positive same-store sales growth is another testament to its effective strategies. The Company has maintained positive same-store sales growth for 30 consecutive quarters since the current management took over in the third quarter of 2017. This consistent performance reflects the Company's keen ability to capture market opportunities, mature operational management model, and efficiency in replicating new stores.



In conclusion, DPC Dash's market leadership in China's pizza market is a result of its effective 4D strategy, strategic expansion, and customer-centric approach. The Company's aggressive store network expansion, commitment to offering delicious pizza at value, digital initiatives, and consistent positive same-store sales growth have all contributed to its success. As DPC Dash continues to execute its strategies and adapt to the evolving market, it is well-positioned to maintain its market leadership and deliver long-term value to shareholders.