I've had Dominos quite a few times nearly always for convenience...

I've had Dominos quite a few times nearly always for convenience & speed.

However their ordering system is 100% based on pop up deals and discounts and vouchers. You don't go and order items from a menu or it is stupidly expensive for smaller quantity low quality products (go and have a look, 2 pizzas is $40+ without a discount code, ridiculous). You google for discount codes and use them. That is the challenge for a franchisee to figure out how to make 1-2% extra on constantly shifting nation wide discount system with their constantly expanding menu.