“First and foremost,we actually got delivery pricing wrong,not carry-out pricing,” chief executive Don Meij said.
He said while shoppers had increasingly returned in-store to pick up their takeaway orders,price increases for delivery had hurt how often customers ordered pizza.
In Europe,the company put in place price increases for “bundled menu” items,some which represented a jump in price of more than 10 per cent,while in Australia and New Zealand Domino’s introduced a 7 per cent delivery service fee on orders.
The ASX-listed fast food business revealed on Wednesday that its sales had slipped by 4 per cent for the six months to December,and net profits had declined by $19.6 million to $71.7 million.
But Meij said the business had plans to help steady the ship,including a move to “flexible vouchers” that give customers more choice in what is included in a meal deal.
“Consumer sentiment is lower,but the fast food industry is buoyant,” he said.