By Domino’s new ad ignited value war, promoting its $6.99 Mix & Match deal as a better value than McDonald’s and Burger King. Pizzas are positioned next to similarly priced cheeseburgers to highlight the value comparison.
The burgers are often shown as hilariously small share portions to emphasize how much more food Domino’s offers for the same price.
The campaign features 30-second ads with real people, like young football players and bounce-park kids. In collaboration with the agency Work In Progress, it clearly illustrates the value difference. Domino’s rebrands pizza as an affordable, shareable meal to challenge the belief that fast food burgers offer the best value.
Meanwhile, price-conscious consumers are fueling a growing value war in fast food, increasingly turning to burger joints in search of better deals. Known for its pizza, Domino’s is now directly competing in the burger market with aggressive offers and competitive pricing.
With a 23% operating margin, almost double Burger King’s, Domino’s has the financial edge to sustain bold, aggressive marketing campaigns. Moreover, a 3.4% increase in same-store sales in Q2 2025 shows that its value-first strategy is effective.
Domino’s is using its marketing strategy and deals to take on burger chains head-on. It’s redefining competition beyond pizza vs. burgers, fueling a larger battle in the fast food value war.
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FAQs
1. What is the $6.99 Mix & Match offer from Domino’s?
Domino’s $6.99 Mix & Match offer provides a cost-effective and shared meal option by allowing customers to select two or more items, such as pizzas, pasta, or sides, for just $6.99 each.
2. How is Domino’s new ad campaign targeting burger chains?
Domino’s most recent advertising campaign challenges burger chains like McDonald’s and Burger King by contrasting its pizzas with fast food cheeseburgers and emphasizing portion size and value.
3. Why is Domino’s competing with fast food burger chains?
In an effort to draw in budget-conscious customers, Domino’s is promoting pizza as a more affordable and substantial option than burgers as the fast food value war heats up.
4. How does Domino’s maintain lower prices than competitors?
With a 23% margin, nearly double Burger King’s, Domino’s can fund bold marketing and steady value deals profitably.
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