CONSUMER&

BRANDBrandKPIs

for

restaurant

chains:Domino’s

Pizza

in

IndiaConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Domino’s

Pizza’sperformanceinthe

restaurant

chainmarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202486%

of

Domino’s

Pizza

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Domino’s

Pizza’sbranding

resonates

with

Millennials

?Domino’s

Pizzaranksfirstinawareness

withinthesimilarly

to

other

brandsinthe

industryrestaurant

chainmarket?Domino’s

Pizzagenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

Domino’s

Pizzais73%?Domino’s

Pizzaranksfirstinusage?Among

Domino’s

Pizzaenthusiasts,37%

fallunderthe

high-income

category?Interms

of

loyalty,Domino’s

Pizza

issecond

inIndia?Domino’s

Pizzahasascore

of62%

formedia

buzz?Consumers

want

theirrestaurant

chainbrandstohavehonesty

/trustworthiness,

friendliness,

andauthenticity3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Domino’s

Pizza

at

97%Brand

profile:

snapshotBrand

performance

of

Domino’s

Pizza

inIndia97%86%73%63%62%AwarenessPopularityUsageLoyaltyBuzz5Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=1,208,

respondents

who

know

the

individual

brand

(popularity),

n=1,208,

respondentswho

know

the

individual

brand

(usage),

n=762,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,208,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Domino’s

Pizza’s

branding

resonates

with

Millennials

similarly

to

other

brands

inthe

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%45%43%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDomino’s

Pizza

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatDomino’s

Pizzaislikedby0%

of

Babyboomersand12%

of

Gen

Xers,

whereas

thetotalshare

ofindustryusers

is0%

and13%,

respectively.ForMillennials

andGen

Z,

43%

and

45%

feel

positivelytowards

Domino’s

Pizza,versus

42%

and46%.

Socurrently,

forDomino’s

Pizza,Millennials

connect

mostwith

theirbrandcompared

tothe

overall

industryuser.13%12%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:n=885,

Domino’sPizzaenthusiast,

n=1,219,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Domino’s

Pizza

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Domino’s

Pizzashowsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof14%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Domino’s

Pizzahasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.16%77%41%59%41%59%59%

ofmen

likeDomino’s

Pizzacompared

to

41%

of

women,

whereasfortheoverall

industry,59%

of

men

userestaurant

chainscompared

to

41%

ofwomen.79%14%

ofDomino’s

Pizza

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to16%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

restaurant

chains,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=885,

Domino’sPizzaenthusiast,

n=1,219,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Domino’s

Pizza

enthusiasts,

37%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.2%4%Single37%36%6%6%CoupleSingleparentNuclear37%

ofDomino’s

Pizza

enthusiastsarefrom

high-income

households.Domino’s

Pizza’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,28%

ofDomino’s

Pizza

enthusiastshavethiscurrent

living

situation.3%4%20%20%33%31%33%Multi-generational28%27%38%37%30%ExtendedOther2%2%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=885,

Domino’sPizzaenthusiast,

n=1,219,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

restaurant

chain

brands

to

have

honesty

/trustworthiness,

friendliness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

restaurant

chainbrandsForrestaurant

chains,the

topthreequalitiesusers

want

from

abrand

arehonesty

/trustworthiness,

friendliness,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Domino’s

Pizzausers

alsoappreciatethese

key

attributes,indicatingDomino’sPizzaexudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatDomino’s

Pizzaenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityDomino’s

Pizzashould

work

onpromoting

thrill/excitement

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

restaurantchains,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=762,

Domino’s

Pizzausers’,

n=885,

Domino’s

Pizzaenthusiast,

n=1,219,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Domino’s

Pizza

fans,

45%

state

that

they

get

excited

about

restaurantchainsBrand

profile:

attitudesWhat

doconsumersthink

ofrestaurant

chainsin

general?48%45%44%44%43%43%42%40%39%38%33%

33%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

restaurant

chains

topicsrelating

torestaurant

chainsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

restaurantchains

do

youagreewith?”;

Multi

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=885,

Domino’s

Pizzaenthusiast,n=1,219,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1186%

of

Domino’s

Pizza

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

restaurant

chains,the

averageawareness

ofabrandinIndiais74%.

Awareness

ofDomino’s

Pizza,however,

isat97%.Awareness73%

ofIndianrestaurant

chainuserssay

theylikeDomino’s

Pizza,compared

toanindustryaveragebrandpopularityof

46%.63%

ofindustryusers

inIndiasaythey

useDomino’sPizza,withtheaverage

usageof

abrandat38%.BuzzPopularity86%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

78%.Domino’s

Pizzahasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of62%compared

to

35%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=1,208,

respondents

who

know

the

individual

brand

(popularity),

n=1,208,

respondentswho

know

the

individual

brand

(usage),

n=762,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,208,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Domino’s

Pizza

ranks

first

in

awareness

within

the

restaurant

chain

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDomino’s

PizzaRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.3%1Domino's

Pizza97%96%95%95%92%88%87%81%81%69%2KFC3PizzaHut4McDonald'sBurger

KingHaldiram'sStarbucks5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678SubwayOutofallrespondents,

97%

were

aware

of

Domino’sPizza.

Thisranksthemfirst

compared

tootherbrandssurveyed

inthismarket.9CaféCoffeeDayBarbeque

Nation97%AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Domino’s

Pizza

is

73%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDomino’s

PizzaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Domino's

Pizza73%71%64%64%58%57%53%49%46%44%2KFC27%3McDonald'sBurger

KingPizzaHut4Outofconsumers

who

knew

thebrand,

73%

saidtheyliked

Domino’s

Pizza.

Thisranksthemfirst

comparedtootherbrandssurveyed

inthismarket.56Haldiram'sStarbucks773%8CaféCoffeeDayBarbeque

NationSubway9PopularityN/A1014

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,208,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Domino’s

Pizza

ranks

first

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofDomino’s

PizzaRank#

BrandUsage

%63%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

restaurantchains,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Domino's

Pizza2KFC62%3Burger

KingMcDonald'sHaldiram'sPizzaHut54%37%Outofconsumers

who

knew

thebrand,

63%

saidtheyused

Domino’s

Pizza.Thisranksthemfirstcomparedtootherbrandssurveyed

inthismarket.454%549%649%63%7CaféCoffeeDayStarbucks41%840%9Barbeque

NationSubway38%UsageN/A1035%15

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=1,208,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Domino’s

Pizza

is

second

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDomino’s

Pizza’s

consumersRank#

BrandLoyalty

%86%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1KFC14%2Domino's

PizzaStarbucks86%384%4McDonald'sSarvana

BhawanBarbeque

NationHaldiram'sPizzaHut82%581%681%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

restaurant

chains,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.780%880%86%9Burger

KingSubway80%Outofrespondents

whohaveused

Domino’s

Pizza,86%

saidthey

would

usethebrand

again.LoyaltyN/A1079%16

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=762,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Domino’s

Pizza

has

a

score

of

62%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDomino’s

PizzaRank#

BrandBuzz%66%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1KFC2Domino's

PizzaMcDonald'sBurger

KingPizzaHut62%353%38%Outofconsumers

who

knew

thebrand,

62%

saidtheyhadheardaboutDomino’s

Pizza

inthe

media.

Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.451%544%6Haldiram'sCaféCoffeeDayStarbucks42%62%740%839%9Barbeque

NationSubway35%BuzzN/A1026%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,208,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

a