Earned & PaidDomino's
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.
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
We found no statement about the size of Domino's's marketing budget on its earnings calls or in its 10-Ks, so here is its record against its peers.
What they said
No statement about the size of its marketing budget.
What they did
| Year | Marketing spend | Change | Share of revenue |
|---|---|---|---|
| FY2025 | $559M | +9.6% | 11.3% |
| FY2024 | $510M | +7.8% | 10.8% |
| FY2023 | $473M | -1.5% | 10.6% |
| FY2022 | $480M | +3.9% | 11.0% |
| FY2021 | $462M | +18.2% | 11.2% |
| FY2019 | $391M | +8.9% | 10.8% |
Against its peers. Compared with the 5 other Restaurants advertisers we track (Starbucks, Chipotle, Yum Brands, Restaurant Brands, Wendy's): since 2019 its marketing spend went +43% (peer median +100%); its share of revenue moved +0.5 pts (median +0.1); last year +9.6% (median +19.6%).
In interviews, its leaders made 57 statements about marketing: 4 argued for investing in brand and 0 for cutting.
How we check: a statement gets a verdict only when it's clearly about the size of the whole company's marketing budget over a full fiscal year; we compare it with the advertising and marketing expense in that year's 10-K. Statements about one quarter, one brand or channel, or the mix between brand and performance can't be checked against annual filings.
What they say about media
The marketing channels it talks about using for itself on earnings calls and in its 10-Ks and 10-Qs, since 2019; counts are statements, not spending.
- Creative campaigns “And so our CMO, Key Trimble, is working very closely with the advertising agency.” Russell Weiner on the earnings call · Apr 27, 2026 · source
- Measurement “So we'd expect more volume to come through that channel over time.” Russell Weiner on the earnings call · Oct 14, 2025 · source
- CRM, loyalty & first-party data “We're driving renowned value through national promotions, Domino's rewards, and by growing on aggregator platforms.” Sandeep Reddy on the earnings call · Jul 21, 2025 · source
- Audio & podcasts “We are on air for several months with a fun campaign highlighting our car side delivery two-minute guarantee.” Ritch Allison on the earnings call · Oct 14, 2021 · source
- Linear TV “On the advertising front, I'm excited about the national TV campaign we launched this week, highlighting our very exciting partnership with Nuro.” Ritch Allison on the earnings call · Apr 29, 2021 · source
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
- Domino’s ANZ CMO on Going Back to Basics, Showing Up in Culture to Take Bite Out of QSR Competition — LBB LBB - Little Black Book · Sep 21, 2026 · brand strategy