Russell Weiner3:45
Congrats again, Joe. The most important lesson I have learned in nearly two decades with Domino's is simple: order counts drive long-term success. Order counts matter because they fuel growth for both the brand and our franchisees. The winners in QSR over time are the brands that can grow order counts while driving healthy ticket through disciplined pricing. That has been Domino's formula for success. Since I joined the company at the end of 2008, we have more than doubled the number of orders coming through our system in the US, resulting in double-digit market share gains. This growth in transactions helped drive approximately $7 billion in additional retail sales, more than 2,100 net new stores, and a nearly 240% increase in store level EBITDA for franchisees. Put simply, more orders and disciplined pricing have led to more sales, more stores, and more profits. This formula has helped make Domino's the number one pizza company in the world, and our growth opportunity remains substantial. With roughly 23% share of the pizza category, we still have significant runway ahead of us compared with leading QSR brands in other categories that command a 40 to 50% market share. The QSR industry in the US has been struggling with order counts during a difficult period of macroeconomic uncertainty. We believe this continued in Q2 where QSR order counts were flat. Now, despite this backdrop, demand for Domino's remained incredibly strong. Well, we have not shared specific order count numbers in the past and I won't start sharing them now on my last call. What I will tell you is that our order counts were up meaningfully in total and individually in our delivery and carry-out businesses. This means that while other restaurants were fighting for orders, millions of new customers came to Domino's. In the race for long-term dominance, our increase in order count during both the first and second quarters of this year highlights that more people are ordering Domino's than ever before. Order counts are what drive our business. Orders bring people into our loyalty program flywheel, and they power our supply chain business. The order counts of today are consumers with whom we can drive frequency in the future.
Now, one of the reasons we grew orders in Q2 was tapping into the aggregator marketplace. We continue to grow on both Uber and DoorDash and believe that we are now the number one pizza player on both platforms. Despite being number one, we have a significant amount of growth ahead of us to achieve our fair share. As we look at what consumers are ordering from Domino's on aggregators and look at where our customers go when they don't buy pizza, we see an opportunity in our portfolio and in the pizza segment for a new offering. We're bringing this product to market later this quarter, and I'll expand on that more in a minute.
While I'm energized at our long-term prospects given our ability to drive order counts in this environment, same-store sales in Q2 did not meet our expectations due to the miss on ticket. I don't believe this miss was due to macroeconomic headwinds. Those were assumed in our plan. The miss on ticket was largely within our control, which means we can and will address it moving forward. In Q2, we were lapping our stuffed crust pizza launch, which carried a higher ticket and mix in the prior year. To roll over this, we launched our premium series inclusive of our new slice sauce. This did not resonate with customers the way it needed to. The messaging wasn't compelling enough. The result was a drag on ticket which impacted our results. We expect this drag to be lower in Q3 as the mix of stuffed crust came down in the prior year when we shifted media to our next promotion. We also expect and are already seeing the quality of our messaging back at the high bar we set at Domino's.
On our last quarterly earnings call, I told you that we would be making changes in our 2026 marketing calendar for the second half of the year in light of what we were seeing in the competitive and macro environments. And we've done that to start the third quarter. We changed our best deal ever and made it even better with the addition of stuffed crust. Customer reaction has shown that it was the right thing to do. Customers are enjoying getting our most indulgent pizza as part of this promotion that leverages both our most delicious food and renowned value. Hungry for more strategic pillars. Our revised calendar for the second half brings a pizza innovation in Q3 that is unlike anything we've offered before at Domino's. Similar to the opportunity stuffed crust created by filling a gap in our menu offerings, we believe this new product will address an unmet consumer need, but this time with a pizza that is unique to Domino's. This signature product will give customers a delicious new reason to come to Domino's while protecting the core pizza occasions that have been key to our success. I will also tell you it is my favorite pizza, full stop. and customers agree. It's one of the best tasting products we have ever tested. More to come later this quarter.
As I finish up my last earnings call as CEO, I want to highlight why I remain so bullish on our business. Just like great pizza, the key to a great pizza company is its ingredients. The formula for success at Domino's remains the same. The only difference is our brand has never been stronger and our competition has never been weaker. We have the best ingredients in the business both literally and figuratively. The scale, the team, the franchisees, and an incredible new CEO in Joe Jordan. In the QSR industry, just like orders count, the team counts. The achievements of the Domino's team have been incredible and we are just getting started. The global team and our best-in-class franchisees in over 90 markets around the world create the Domino's effect every single day. They are what makes us the number one pizza company on the planet and they are hungry, hungry for even more. I'll now hand the call over to Sandep.