Skip to navigationSkip to content

Domino’s stock has outperformed Google, Facebook, Apple, and Amazon this decade

A big slice of success.
Reuters/Luke MacGregor
A big slice of success.
  • Chase Purdy
By Chase Purdy

Food Reporter

Published Last updated on This article is more than 2 years old.

It’s 2010. You’re an eager investor presented a choice between two stocks: Google or Domino’s Pizza. Where do you put your money?

You should have gone with your gut.

In an incredible feat for a pizza company, Domino’s share price growth has outperformed all of the world’s largest tech companies so far this decade. An investment in Domino’s at the start of 2010 has grown by more than 2,000% to date, leaving the likes of Amazon, Google, Facebook, and Apple in the dust.

In fact, since Domino’s swapped its crappy old pizza recipe for a better-tasting one in late 2009, the fast-food chain has been killing it—rising by an order of magnitude more than the overall market:

Actually, compared with every stock listed in 2010 on the NYSE or Nasdaq of a decent size—a current market cap of $1 billion or more, a universe of nearly 2,300 companies—Domino’s performance since 2010 beats all but three of them. (You can check out the top 50 at the end of this article.) The pizza chain is topped only by two medical companies (Accelerate Diagnostics and Acadia Pharmaceuticals) and Patrick Industries, a furniture and building materials group.

So what gives?

Domino’s will tell you that the answer is more complex than dough—part of a “longer story arc” of many changes and improvements from over the years. But there’s no doubt the company began its turnaround when it finally admitted to itself—and the world—that it was guilty of selling a bad product. They confessed as much in a December 2009 ad:

For years, Domino’s excelled not at high-quality pizza, but in getting low-quality pizza to customers quickly. Most of its ingredients were canned, frozen, or pre-made, making it easy to toss together a sub-par pie. But being quick only carries so much charm. The company’s pizza gained a reputation for its cardboard-like consistency, and in one taste test was described as being on par with pies served at Chuck E. Cheese. (Food prepared for eight-year-olds’ birthday parties does not set a very high bar.)

Fast-forward seven years and Domino’s has a market cap of around $9 billion, propelled by its new pizza recipe and menu items such as chicken wings and salads.

There’s only one other consumer-facing company that’s performed about as well as Domino’s in recent years, and it sort of makes sense. Think about it. What is a person most likely doing while chowing down on home-delivered pizza? Possibly binging on Netflix:

Correlation? We’ll leave that one to the financial analysts.

Top 50 NYSE/Nasdaq companies (with current market cap >$1bn) ranked by share price growth since Jan. 1, 2010:

CompanyPrice change (%)
Patrick Industries4,273
ACADIA Pharmaceuticals2,717
Accelerate Diagnostics2,676
Domino’s Pizza2,092
GTT Communications2,000
Jazz Pharmaceuticals1,728
Nexstar Media Group1,583
Incyte Corporation1,530
Neurocrine Biosciences1,514
Regeneron Pharmaceuticals1,480
Ulta Beauty1,473
MarketAxess Holdings1,266
Western Alliance Bancorporation1,244
Silicon Motion Technology1,220
Taro Pharmaceutical Industries1,178
United Rentals1,174
Broadcom Limited1,110
Dycom Industries1,050
BofI Holding1,046
Pacific Premier Bancorp1,045
Wabash National Corporation1,003
Lithia Motors998
Alaska Air Group997
Constellation Brands (Class A)920
Constellation Brands (Class B)919
Dorman Products919
Sinclair Broadcast Group890
Popeyes Louisiana Kitchen868
XPO Logistics855
Texas Pacific Land Trust839
Gray Television820
Cognex Corporation813
Cambrex Corporation812
Acadia Healthcare Company802
Sirius XM Holdings785
Cantel Medical771
Cirrus Logic769
Repligen Corporation751
Manhattan Associates747
Middleby Corporation746
Ligand Pharmaceuticals Incorporated736
Charter Communications728
China Biologic Products727

📬 Kick off each morning with coffee and the Daily Brief (BYO coffee).

By providing your email, you agree to the Quartz Privacy Policy.