‘It’s a market share game’: Domino’s embraces value to ride out inflation crisis

Domino’s has an aggressive new stance: heavy discounts are available to customers while the UK faces a difficult cost of living crisis.

“Honestly, right now, it’s a share game,” Chief Marketing Officer Sarah Barron tells MAD//Fest (London, July 2022), reflecting on the experience of the recession of 2008–09; back then, continuing customer acquisition became essential for when the economy began to recover. It’s not, as some might argue, a time to maintain margins.

“If we get this wrong, and price ourselves out of the market, the customers won’t come. They’ll churn and 12 months down the line, when the country...

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