Stories
How Domino’s Pizza Grew 13000% From 2008 To 2020
Pizza is an emotion and is a food which is known all over the world. A good pizza could often leave an eater speechless and is one food which could be purchased anywhere in the world. The fame of Pizza and it’s easy availability throughout the world could be attributed in part to the global pizza chains Domino’s Pizza and Pizza Hut. It is quite easy to find these pizza outlets in multiple localities in any metropolitan and cosmopolitan cities. While Domino’s Pizza is now a world famous outlet, raking in a lot of revenue owing to its multiple product offerings, it was not always the case. At one point in time, Domino’s Pizza was struggling to stay afloat due to failing investor confidence in 2008, which is four years after the pizza chain applied for an initial public offering.
Domino’s Pizza shares were $2.83/share in 2008 and grew to $367/share in 2020. This is a whopping margin of 13,000 % growth and the way Domino’s Pizza achieved it is a story for the ages and business school case studies. Keep reading to find out how Domino’s Pizza managed this fairytale turnaround.
Domino’s Pizza was founded in 1960 by 23 year old Tom Monaghan who dedicated his entire focus on reducing delivery time, reducing cooking time and increasing distribution. Monaghan’s emphasis on speed and service led to groundbreaking growth with which competitors found it hard to compete. The ‘30 Minutes or It’s Free’ slogan guarantee, only cemented their place in the hearts of the hungry people everywhere.
In 2004, Domino’s Pizza applied for an IPO and by 2008 , they scaled to a multi billion dollar business. But, prospects were looking dim in 2008 even after applying for an IPO because growth had stalled, competitive threats from Pizza Hut and a $ 1 billion dollar debt on Domino’s’ balance sheets.
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Domino’s Pizza did a focus group analysis and found out they were good at everything else except pizza. The focus groups found Domino’s pizza tasted like cardboard, totally devoid of flavour and the sauce tasted just like ketchup. This was due to a number of trade offs which were made in the name of speed like canned and frozen ingredients.
Patrick Doyle, the then CEO of Domino’s Pizza leaned into the feedback and launched an ad campaign which said “Our Pizza Sucks” and promised to go back to the drawing board to work on the criticism from the focus groups. The culinary team had to reinvent their pizza and had to build it from scratch. The culinary team ended up testing more than 7500 combinations. Many on the executive team at that time were in fear of failure. There was a fear of the testing leading to even larger problems and a chance of losing the advantage of speedy delivery.
Doyle had to break through the loss aversion barrier which means the mindset of playing not to lose rather than playing to win. Doyle would say “The pain of loss is double the pleasure of winning (sic,)” meaning even he advised caution during situations which demand creativity. The reinvention paid off as customers loved every new recipe launched by Domino’s Pizza and an example would be the pan pizza which was released in 2012 and is still in circulation. Doyle’s reinvention showed customers that Domino’s Pizza cared about their feedback. Following the success of their newly reinvented pizza, Domino’s Pizza focused on improving distribution channels and delivery technology. Since then, there has been no stopping Domino’s Pizza, and their share price in 2020 only serves to show the trust their customers have on them.
feaWe hope this article has awakened a craving for a Domino’s PIzza in you. Do let us know in the comments if there are any similar growth stories you know off and we would be glad to cover them on Startup Stories.
Delhi NCR-based gaming startup Zupee has acquired Mumbai-based microdrama platform Vertical TV in a deal valued under INR 40 Cr. This move strengthens Zupee Studio, its short-video arm launched in September 2025, by integrating Vertical TV’s expertise in bite-sized dramas like romance and thrillers.
Facing challenges from India’s 2025 real-money gaming ban, Zupee valued at $1 Bn after raising $120 Mn has pivoted to non-gaming content, including recent layoffs of 40% of its workforce. The acquisition builds on its November 2025 purchase of Australian AI firm Nucanon for interactive storytelling, targeting its 200 Mn+ users with engaging, mobile-first formats.
This deal underscores the rising microdrama trend in India, helping Zupee diversify amid regulatory pressures and compete in the short-video space dominated by quick, shareable content for on-the-go audiences.
T.N. Seshan’s name stands tall in India’s history as the man who transformed the nation’s electoral system with extraordinary courage and integrity. Born in 1932 in Kerala, Seshan grew up with values of discipline, education, and service to the nation — virtues that shaped his illustrious journey. From his early brilliance at Madras Christian College to his advanced studies in public administration at Harvard University, Seshan’s path reflected rare determination and intellect. Joining the Indian Administrative Service in 1955, he built a reputation as a no‑nonsense officer committed to efficiency and honesty, serving in key roles such as Secretary of Defense and overseeing vital national programs.
As the Chief Election Commissioner of India in 1990, T.N. Seshan sparked a new era of electoral integrity. In a system once marred by corruption, violence, and malpractice, Seshan brought order, fear, and respect through his groundbreaking reforms. He introduced voter ID cards, imposed strict spending limits on campaigns, and insisted on transparency at every level of the election process. Despite criticism from political circles that labeled him dictatorial, his relentless pursuit of fairness empowered every citizen to vote fearlessly. Under his leadership, the Election Commission became a symbol of strength and integrity in Indian democracy.
Seshan’s passing in November 2019 marked the end of an era, but his message continues to resonate across generations. Leaders from every corner of the country mourned the loss of the man who restored faith in free and fair elections. His enduring legacy reminds us that true leadership lies not in wielding power, but in serving people with honesty, courage, and conviction. T.N. Seshan’s life remains a timeless inspiration a reminder that democracy thrives only when its citizens are vigilant, responsible, and fearless.
Leaving behind a high-paying job at JPMorgan, an Indian entrepreneur embraced a 70% salary cut to pursue true purpose and passion in the startup world. Disenchanted with what he described as a “robotic” corporate routine, he sought meaningful work that made a real impact. This pivotal decision marked the beginning of his new journey, one focused on value creation rather than titles and corporate perks.
Powered by resilience and fresh perspective, the entrepreneur launched his own startup, prioritizing innovation and hands-on solutions. The road was challenging, but his vision resonated with the market: the startup quickly gained traction and raised $6 million—an impressive acknowledgement of its potential in a competitive landscape. Every hard lesson from early setbacks and bootstrapping paid off in real customer growth and investor confidence.
Today, his journey stands as an inspiring example for professionals seeking authentic success outside the corporate grind. By trading comfort for creative freedom, he grew a venture that solves important problems, generates jobs, and builds wealth beyond just salary. For ambitious founders, his story highlights the power of risk-taking, adaptability, and relentless focus on impact in India’s thriving startup ecosystem.
Zupee Bolsters Short-Video Play with Vertical TV Acquisition Under INR 40 Cr
Dazzl Raises $3.2M Seed Funding Led by OYO’s Ritesh Agarwal for AI Skincare Expansion
D2C Brand Neeman’s Raises $4 Million for Tier 2/3 Store Expansion & Eco-Friendly Shoes
Dazzl Raises $3.2M Seed Funding Led by OYO’s Ritesh Agarwal for AI Skincare Expansion
D2C Brand Neeman’s Raises $4 Million for Tier 2/3 Store Expansion & Eco-Friendly Shoes
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