Domino's SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: September 02, 2021

SWOT analysis of Domino's analyses the brand by its strengths, weaknesses, opportunities & threats. In Domino's SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Domino's to benchmark its business & performance as compared to the competitors. Domino's is one of the leading brands in the food & beverages sector.

The article below lists the Domino's SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Domino's SWOT Analysis:

SWOT Analysis of Domino's

For Domino's, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Domino's Strengths

The strengths of Domino's looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Domino's :

1. Domino's is a hugely popular brand name and has high brand loyalty

2. Diverse range of products offered by Domino's apart from Pizzas

3. Hygienic food and quick service

4. Leader in online & mobile ordering as compared to its competitors

5. Domino's has a strong brand equity supported by heavy advertising & marketing campaigns

6. Global franchise operations - more than 3,500 in over 50 countries

7. Efficient and effective supply chain management enables it maintain its goodwill and promises

8. More than 200,000+ people are employed with Dominos

Domino's Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Domino's SWOT Analysis:

1. High fat and high calorie food perceived not good by health conscious people

2. Intense competition means Domino's has limited growth in market share

3. Domino's has been associated mainly with Pizza though it has a lot of side menu items

Domino's Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Domino's SWOT Analysis:

1. Improve efficiency and home delivery service, which is Dominos' point of differentiation

2. Introduction of new flavor additives and pizza toppings that are region specific can be a good stride for Dominos.

3. The distribution network should be further strengthened so as to ensure market penetration in the existing markets at maximum optimum levels.

4. Growing presence in emerging markets, particularly in India, China.

Domino's Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Domino's are as mentioned:

1. Intensive competition from a fragmented number of small competitors offering variety of pizzas can reduce business for Dominos

2. Changing consumer habits towards healthier food choices.

3. Changing government policies and regulations can affect global operations

Domino's Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 8 competitors of Domino's:


2.Pizza Hut



5.Burger King

6.Smokin Joes Pizza

7.Taco Bell

8.Papa Johns Pizza

Hence this concludes the Domino's SWOT analysis.

Continue reading more about the brand/company.

About Domino's

Domino's Overview
Parent Company



Fast food eating joints


Food & Beverages

Tagline/ Slogan

The world's leading pizza delivery company


Pizza home delivery with great quality and taste 

Domino's STP

People willing to have a delicious pizza at a restaurant or at home

Target Market

Children and youth from middle and upper classes from urban areas


Best pizza home delivery service

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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