SpendscapeCompanies · Restaurants
Domino's
AdvertiserDPZ
Domino's spent $559M on advertising and marketing in fiscal 2025, up 9.6% on the year before and +43% since 2019. That's 11.3% of revenue, more than in 2019: leaning in.
$559Mmarketing spend, FY2025
+9.6%vs the year before
11.3%of revenue (+0.5 pts vs 2019)
Say brand/flatsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue. Years where the filing's revenue line isn't comparable are left out of the line.
What they told investors
“We expect our share on DoorDash to grow as awareness and marketing spend increases.”Pricing · 2025 Q4 · transcript
What the 10-K says about marketing
- investing in brand “We believe consumers associate our brand with quality, affordable food and with technological innovations and extensive advertising through innovative marketing promotions. Our share position and scale allow us to leverage our purchasing power, supply chain strength and…” 10-K, Feb 23, 2026
- investing in brand “The success of our business depends on our continued ability to use our existing trademarks in order to capitalize on our name recognition, increase brand awareness and further develop our branded products in both U.S. and international markets. We have registered certain…” 10-K, Feb 23, 2026
Say vs do
Say brand/flat. In 57 statements from its leaders in interviews, 4 argued for investing in brand and 0 for cutting; the filed spend went flat.
In the news
- Domino’s honors South Korea troops with 50% takeout deal and pizza giveaways - CHOSUNBIZ Chosunbiz · Sep 28, 2026 · campaign
- To mark Armed Forces Day, pizza brand Domino's Pizza will hold an event to give soldiers, military p.. 매일경제 · Sep 28, 2026 · campaign