Interview with Wang Yi, head of Domino’s China: 1,000 stores is just the starting point, and choosing the right strategy from the beginning is essential

# English 2024-10-16 22:00 来源：小食代

Six years ago, the Domino's China team set a goal of opening 1,000 stores. At the time, 40-year-old Wang Yi had just been appointed CEO for a year, with the brand only operating in three cities in China and about 100 stores.

Today, this goal is about to be achieved; as of September 30, 2024, there are 978 stores operating in 33 cities across China. Wang Yi acknowledged that although the process from 100 to 1,000 stores has been challenging, the speed of growth has exceeded expectations. Since the third quarter of 2017, Domino's China has achieved same-store sales growth in every quarter, becoming a “fresh force” in the restaurant chain industry.

In her CEO office in Shanghai, Wang Yi shared with Foodinc the transformation journey of Domino's China. She talked about how the brand went from being obscure to becoming a new favorite in the food industry and revealed the accelerated expansion plans after entering the era of 1,000 stores. Wang Yi stated that despite facing difficulties such as resource scarcity, the team achieved leapfrog development through relentless effort and precise strategies, and will continue to maintain steady growth while accelerating its layout in the Chinese market.

Whether facing investors, media, or new employees, when asked about the secrets to Domino's China’s success, Wang Yi's answer is likely very simple: the 4D strategy.

Specifically, 4D includes high-quality store development (Development), delicious pizzas at a great value (Delicious Pizza at Value), efficient delivery experiences (Delivery), and digital capabilities (Digital).

This year, Domino's China expects to open 240 new stores throughout the year, and this number will be increased to approximately 300-350 in the next two years, with a year-on-year growth rate of about 25%-46%.

Wang Yi stated that currently, opening new stores is the biggest driving force behind Domino's China's continuous growth. In the two initial markets of Beijing and Shanghai, the company will continue to strengthen its presence, focusing on opening community stores. At the same time, Domino's will continue to expand into new growth markets (note: markets outside Beijing and Shanghai) and selectively explore more new cities. Looking further ahead, Domino's China aims for a target of 5,000 stores.