Pizza delivery firm Domino’s Pizza has said its US same-store sales rose 1.8% in fiscal 2004, despite a 0.2% fall in the fourth quarter.
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For the year to 2 January, the company said international same-store sales were up 11.5%, although at constant exchange rates the increase was 5.9%.
“Our 2004 same store sales performance was consistent with the results we have achieved over the past several years,” said David Brandon, chairman and CEO.
“We strive for steady, positive growth, and plan our domestic promotional events and advertising schedules to eliminate as much sales volatility as possible. Our fourth quarter sales results are a perfect example of this strategy. We were facing a very tough comparison based on the unusually strong sales of our Philly Cheese Steak pizza introduction during the fourth quarter of 2003. Knowing this would be a challenging comparison, we chose to aggressively advertise and promote our new Doublemelt pizza; and it did a remarkable job of achieving similar results to those of our record- breaking Philly Cheese Steak product last year,” Brandon added.
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