Domino’s scraps discount deals—what the new pricing changes mean for you

If you’re the type to jump on a two-for-one pizza deal or scour the internet for Domino’s discount vouchers, you might want to brace yourself.

The pizza chain that’s been a staple of Friday nights and family gatherings for decades is making a major change to its business model—and it could spell the end of those pizza bargains.


Jack Cowin, Domino’s 83-year-old executive chair (and the man behind Hungry Jack’s, no less), has announced that the company will be ditching its heavy discounting and voucher system in favour of a new 'everyday low price' model.

If you’re thinking this sounds a bit like Bunnings’ famous 'lowest prices are just the beginning' approach, you’re spot on.

The idea is to offer consistent, competitive pricing all year round, rather than relying on flashy promotions and limited-time offers.


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Domino’s will scrap its discount vouchers in favour of an 'everyday low price' strategy, aiming for consistent and competitive pricing over regular promotions. Credit: Depositphotos


Why the big change? Well, Domino’s has had a rough year. After delivering a whopping $96 million profit in 2024, the company swung to a $3.7 million loss in the 2025 financial year—their first loss since they listed on the Australian Securities Exchange over 20 years ago.

Ouch! The company’s share price has also taken a tumble, dropping from a high of over $160 during the COVID-19 pizza boom to just $15.10 recently, following a disappointing revenue report and a 22 per cent share price drop in a single day.


So, what’s behind the pizza pain? According to Mr Cowin, Domino’s customers have been 'trained' to only buy pizza when there’s a discount voucher involved.

While this has been great for bargain hunters, it’s made things complicated for the business and tough on franchisees’ profits.

'Giving away money like that also impacts franchisee profitability,' Cowin explained.

The constant cycle of discounts and promotions has made the ordering process more confusing and, ultimately, less sustainable for the company.

Instead, Domino’s is taking a leaf out of Bunnings’ book and moving to a model where you always know what you’ll pay—no more waiting for the next big sale or hunting for a code online.


The hope is that this will simplify things for customers and franchisees alike and help the company get back on track.

But will it work? The 'everyday low price' model has certainly been a winner for Bunnings, but pizza is a different beast.

Aussies love a deal, and there’s a certain thrill in nabbing a pizza for half price or less.

Only time will tell if customers will embrace the new approach or if they’ll start looking elsewhere for their pizza fix.

It’s not just the pricing model that’s changing, either. Domino’s has been forced to close 312 underperforming stores (mostly in Japan), and the company is still searching for a permanent CEO after the sudden resignation of Mark van Dyck.

Sales for the first seven weeks of the new financial year have also been disappointing, falling 0.9 per cent when a 3.1 per cent rise was expected. Even the final dividend has been slashed from 50.4¢ last year to just 21.5¢.


Despite all this, Cowin remains optimistic. He points out that Domino’s has managed to hold its ground in Australia and New Zealand, even as food delivery giants like UberEats and DoorDash have made the market more competitive than ever.

'I’m not upset that with the advent of all that competition that’s come into this delivery space, that we’ve maintained the business,' he said.

He believes that Domino's can turn things around by cutting costs, improving advertising, and offering better value through everyday low prices.

What does this mean for you, our loyal Seniors Discount Club members? If you’re used to waiting for a deal before ordering your favourite pizza, you might need to adjust your strategy.

The days of stacking vouchers and hunting for secret codes could be coming to an end. On the bright side, you’ll always know what you’re paying, and you won’t have to worry about missing out on a better deal next week.
Key Takeaways
  • Domino’s will scrap its longstanding discount vouchers and move to an 'everyday low price' strategy, similar to Bunnings, aiming for consistent and competitive pricing instead of regular promotions.
  • The pizza chain suffered its first loss since listing over 20 years ago, posting a $3.7 million loss for the 2025 financial year after closing hundreds of underperforming stores, particularly in Japan.
  • Executive chair Jack Cowin acknowledged the reliance on discounts had complicated the business and impacted franchisee profitability, prompting a broader cost-cutting and advertising overhaul.
  • Domino’s shares plunged 22 per cent following the results, with sales disappointing in early 2026 and challenges remaining in markets like France and Japan, while Australia and New Zealand performed more strongly.
Have you noticed changes in your local store or in the quality of your orders? Share your thoughts and experiences in the comments below.

Read more: Woman fights for her rights after 'elaborate scam' pushed her to debt: 'What's going on here?'
 
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The vouchers that say for example get 3 pizzas for $22 delivered, ALWAYS seem to add up to about $35 no matter how you try to work it. A new honest system would be appreciated.
 
The vouchers that say for example get 3 pizzas for $22 delivered, ALWAYS seem to add up to about $35 no matter how you try to work it. A new honest system would be appreciated.
Dear member Wandiwa, good morning and thankyou for your post. It seems that Dominos pizza forgot to mention that they are charging $13 for delivery. How deceiving for them to say 3 pizzas for $22 delivered, without mentioning that there will be a delivery charge. I would call the manager and tell him to include the price of delivery, with the price of the pizzas to make sure the customer has sufficient funds to pay for the delivered pizzas. Wishing you a beautiful day. 🙏🦋
 
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The last time I ordered Pizza they were so overwhelmingly awful that I'm now sworn off them.

No wonder their profits have dropped so much, I'm obviously not the only one thinking this.
 
The last time I ordered Pizza they were so overwhelmingly awful that I'm now sworn off them.

No wonder their profits have dropped so much, I'm obviously not the only one thinking this.
Dear member Ricci, good morning and thankyou for your post. I agree with you. The pizzas are so bland tasting and always flooded with their sauces. Any meat on the pizza is always dry as cardboard, and basically you are just eating a soggy under baked or burnt crust with bits and pieces of topping. Sorry about the review, but I also have turned away from Domino's pizza, it's just not made the way it use to be made. Who knows, probably new management and new staff, have no idea how to prepare and make pizza the way is should be made. Wishing you an enjoyable and pleasant day. 🙏🦋
 
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We rarely have pizza but had Dominos last week - never again - salty and lacked real taste. We did not enjoy. Though, we used to go to the 'old' pizza hut restaurant in Sylvania after church on Sunday and was a yummy treat, things tasted better back then not like now.
 
The last time I ordered Pizza they were so overwhelmingly awful that I'm now sworn off them.

No wonder their profits have dropped so much, I'm obviously not the only one thinking this.
My sister is down from Cairns and had a thin and crispy vegetarian from dominoes as she couldn’t be bothered cooking, she said it was as thin as a piece of paper and flavourless never again.☹️
 
We rarely have pizza but had Dominos last week - never again - salty and lacked real taste. We did not enjoy. Though, we used to go to the 'old' pizza hut restaurant in Sylvania after church on Sunday and was a yummy treat, things tasted better back then not like now.
Good morning Benny's Light, thankyou for your post. I agree with you one hundred percent. I can recall when Pizza Hut first opened. You could not find an available seat in the restaurant, that's how good the pizzas were. Also can I add, when MacDonald's first came out, the burgers were perfectly made just like their advertisements. Now the burgers look like they were made in a marathon, made so quickly, dry and lacking in flavour. I think a lot has to do with the younger unqualified people, being employed by the pizza and burger restaurants, as they would be paid much less then adults. Many years ago, you would see mature people preparing the foods with knowledge of hygiene and how to prepared the food with respect and care, that's why the pizzas and burgers tasted better back then. Now they hire students especially during school holidays, who have no idea about food heigine and don't care about how the food is prepared. It's all fun for them, and the main reason for them being there is for the extra pocket money. Wishing you an enjoyable and pleasant day. 🙏🦋
 
You can always make your own pizza, therefore adapting it to your tastes. 🍕🍕
 
You can always make your own pizza, therefore adapting it to your tastes. 🍕🍕
Good afternoon Jo Piper3, and thankyou for your post. Yes that's a healthy way to eat pizza. But some people are not able to stand up to make their own pizza due to disability issues, that's when takeaway sometimes helps. But your idea of making home made pizza is fantastic, you can put your own favorite ingredients making it into the best pizza ever. Wishing you an enjoyable and pleasant day. 🙏🦋
 
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Good morning Benny's Light, thankyou for your post. I agree with you one hundred percent. I can recall when Pizza Hut first opened. You could not find an available seat in the restaurant, that's how good the pizzas were. Also can I add, when MacDonald's first came out, the burgers were perfectly made just like their advertisements. Now the burgers look like they were made in a marathon, made so quickly, dry and lacking in flavour. I think a lot has to do with the younger unqualified people, being employed by the pizza and burger restaurants, as they would be paid much less then adults. Many years ago, you would see mature people preparing the foods with knowledge of hygiene and how to prepared the food with respect and care, that's why the pizzas and burgers tasted better back then. Now they hire students especially during school holidays, who have no idea about food heigine and don't care about how the food is prepared. It's all fun for them, and the main reason for them being there is for the extra pocket money. Wishing you an enjoyable and pleasant day. 🙏🦋
Can't agree more! You are so right!
 
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