Pizza Chains Introduce Value Deals to Combat Falling Sales
Pizza’s biggest names are launching value deals this summer, hoping to win back customers who have been cutting back on takeout spending. Nearly two-thirds of top pizza chains saw sales drop in 2024, according to Technomic's Top 500 Restaurants data, forcing brands to get creative with promotions.
Domino's kicked off the value war by bringing back its "Best Deal Ever" promotion in July. Customers can get any pizza with any toppings for $9.99 through August 3rd. It's the second time this year the Ann Arbor-based chain has run the deal, after CEO Russell Weiner said the March version "broke through the industry clutter" to reach value-seeking customers.
This time, Domino's is adding secret menu pizzas created by corporate chefs. Options include Rachel's Sweet Buffalo with Buffalo sauce, pepperoni, bacon, and pineapple, or Spencer's Garlic Parm Bananza with garlic parmesan sauce and banana peppers.
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Little Caesars launched its own $9.99 promotion in the same week - the chain's first-ever combo meal menu. The online-only "More for $9.99" menu lets customers mix and match items like two large pepperoni or cheese pizzas, or a pepperoni pizza with Crazy Puffs.
"As the value leader in pizza, we don't follow trends - we set them. Our new $9.99 menu is a bold move that delivers unbeatable variety and flavor at a price that speaks for itself," said Little Caesars CMO Greg Hamilton.
Pizza Hut brought back Hawaiian Pizza for $12.99 and continuing its "$7 Deal Lover's" menu with 17 items priced at $7 each when ordering two or more.
The value push makes sense given current customer behavior. A recent Popmenu study found 61% of customers are spending less on dining out, with many choosing chicken and regional brands over pizza. While Domino's had the best performance among major chains last year with 5.3% sales growth, Little Caesars slowed to just 0.4% growth in 2024, down from 3.5% in 2023.
