Operations

Domino's Pizza China continues rapid expansion, strengthens market positioning

Photo: Robert - stock.adobe.com

July 6, 2026

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Domino's Pizza China, the exclusive operator of the Domino's brand in mainland China, Hong Kong and Macau, continued to grow its footprint during the second quarter of 2026 as it focused on opening new stores, improving operations and expanding its digital and marketing efforts, according to a press release..

The company added 235 net new stores during the first half of the year, bringing its total to 1,550 locations across 75 cities as of June 30. Expansion has been driven largely by smaller, non-Tier 1 cities, while larger cities continue to provide a strong revenue base. The company also entered 15 new cities and partnered with shopping mall operator SCPG Group to support future growth.

With 1,550 stores, mainland China is now Domino's second-largest international market by store count. The company also said its China locations hold the top 70 spots globally for first 30-day store sales, highlighting the strong performance of newly opened restaurants.

Although same-store sales declined during the second quarter, sales turned slightly positive in May and June following a series of promotions and new product launches. New menu items included a Crispy Croissant Crust, Pulled BBQ Pork Pizza, football-themed rectangular pizzas, Energy Bowls and new beverages.

The company's loyalty program continued to grow, reaching 41.9 million members, up from 30.1 million a year ago. Marketing campaigns featuring popular brands and characters, along with football-themed promotions and value offers such as buy-one-get-one pizzas, also helped drive customer engagement.

Domino's Pizza China also appointed Joanne Xie as chief marketing officer in May. Xie previously held leadership marketing roles at McDonald's China, Coca-Cola and Mondelēz.

The company said it plans to continue expanding its store network while investing in product innovation, digital capabilities and marketing to support long-term growth.