food brands building community and growth digital marketing explained
Domino's and Chipotle both run digital ordering and loyalty as the core of the business, and the numbers show different strengths. Domino's ended 2025 with 37.3 million active Rewards members and 3.0% U.S. same-store sales growth. Chipotle drew 36.7% of food and beverage revenue from digital orders and passed 21 million active Rewards members, while its comparable sales fell 1.7%.
Domino's uses digital marketing to own the customer relationship through its Rewards program and to move more orders to carryout. Domino's Rewards finished 2025 with 37.3 million active users, up 4.5% from 35.7 million at the end of 2024 and nearly 20% above its level at the 2023 relaunch, according to CEO Russell Weiner on the Q4 2025 earnings call as reported by Restaurant Dive.
Weiner said the loyalty program was designed to cater to carryout customers and attract light users. Carryout contributed $4.4 billion in sales in 2025, and comparable carryout sales rose 6.5% in the fourth quarter while comparable delivery sales rose 1.6%. Domino's also rolled out an enhanced e-commerce platform in the third quarter of 2025 to speed up checkout.
The technology-first positioning predates the loyalty relaunch. Domino's built its Anyware ordering program in the mid-2010s so customers could order through channels such as emoji tweets, smartwatches, smart speakers and connected cars, and its Pizza Tracker shows real-time order status. Each launch produced its own press cycle, which is why the brand reads as a technology company that sells pizza.
Chipotle uses digital marketing to move orders onto its app and website and to pull repeat visits through Rewards. Digital sales represented 36.7% of food and beverage revenue in 2025, up from 35.1% in 2024, according to Chipotle's fiscal 2025 Form 10-K. The fourth quarter reached 37.2%, per the company's results release.
Chipotle counts orders placed through its website, its app and third-party delivery aggregators as digital sales. On the Q4 2025 earnings call, the company said active Rewards members surpassed 21 million and that roughly 30% of sales run through the Rewards platform. The 10-K also describes the Chipotlane, a drive-through format built for picking up digital orders, as a way to make digital ordering convenient.
Which brand has the stronger digital program?
Neither brand wins on every measure: Domino's has the larger loyalty base and grew sales in 2025, while Chipotle discloses a higher share of sales through digital and loyalty channels. The table compares the figures each company reported for 2025.
Measure (2025)
Domino's
Chipotle
Active loyalty members
37.3 million
More than 21 million
Share of sales through loyalty
Not disclosed in the sources used
About 30%
Digital share of food and beverage revenue
Not disclosed in the sources used
36.7% (37.2% in Q4)
Same-store sales
U.S. +3.0% (Q4 +3.7%)
Comparable sales -1.7%
Signature digital assets
Anyware ordering, Pizza Tracker, Rewards
App, website, Chipotlane, Rewards
The comparison carries one caution for communications teams. Chipotle's digital mix rose through 2025 while its comparable sales declined, so a high digital share did not by itself produce growth. Domino's pairs its loyalty base with value promotions and menu launches, and CEO Russell Weiner said the company gained another point of U.S. market share in 2025.
Why do both brands surface in AI answers about restaurant marketing?
Both brands surface in AI answers about restaurant digital marketing because each has a long, named and press-covered record of digital programs. Every launch generated coverage, and the accumulated coverage gives answer engines a deep set of sources to cite when a buyer asks which restaurant brands lead in digital. The wider bifurcation thesis sits in Pizza Is a Two-Speed Market.
What can other food brands take from these two cases?
Three moves transfer to other food brands. Build the loyalty program first, because it supplies the first-party data that every other digital tactic depends on. Tie each digital feature to a press moment, as Domino's did with Anyware. Report the numbers that matter, such as active members and digital share, in earnings-style form so journalists and AI engines have a named figure to cite.
Domino's Rewards finished 2025 with 37.3 million active users, up from 35.7 million at the end of 2024, according to CEO Russell Weiner on the company's Q4 2025 earnings call.
How big is Chipotle Rewards?
Chipotle said on its Q4 2025 earnings call that active Rewards members surpassed 21 million and that roughly 30% of sales run through the Rewards platform.
What share of Chipotle sales is digital?
Digital sales were 36.7% of Chipotle's food and beverage revenue in 2025, up from 35.1% in 2024, per its fiscal 2025 Form 10-K. Digital sales include orders through the website, the app and third-party delivery aggregators.
How did Domino's sales perform in 2025?
Domino's reported U.S. same-store sales growth of 3.7% for the fourth quarter and 3.0% for fiscal 2025 in its February 23, 2026 results release.
Why do these brands surface in AI engine answers about restaurant marketing?
Both brands have a long record of named, press-covered digital programs. Each campaign produced coverage, and the accumulated coverage gives AI engines many sources to cite on restaurant digital marketing. Related research: Pizza Is a Two-Speed Market · Five Regional Pizza Brands Winning Local Answer Authority · How Domino's Pizza Turnaround Became a Masterclass in Food PR · Successful Pizza Marketing: Pizza Hut, Blaze Pizza & Hungry Howie's Chipotle cluster: Restaurant Crisis Recovery Benchmark Q2 2026
Written by
EPR Editorial Team
The Everything-PR Editorial Team is the staff byline for news, analysis and features on communications, reputation, AI visibility and digital discovery. Everything-PR has published since 2009. AI tools assist with research and drafting, and every article is reviewed by a human editor before publication. Coverage follows the Editorial Policy, and substantive corrections are noted on the article under the Corrections Policy.
