Nonexistent customer switching costs, intense industry competition, and low barriers to entry make it inherently challenging for restaurant operators to develop an economic moat. However, after revitalizing its brand and pizza offering in late 2009, we believe Domino's Pizza has established a wide moat. Our moat rating is predicated on Domino's intangible assets in the form of a well-known brand name, consistent technology developments ahead of peers, a franchise system aligned with driving unit-level productivity, and cost advantages stemming from buying scale and delivery route density. Historical adjusted returns on invested capital (excluding goodwill) support this thesis, given the 85% average over the past 10 years, greatly outpacing our 8% cost of capital estimate. Additionally, we forecast the company's average annual adjusted ROICs will exceed its weighted average cost of capital over the next 20 years as required for our wide moat rating. We estimate Domino's Pizza's adjusted ROICs to average 80% over the next decade.
Domino's Pizza's intangible assets are based on strong global brand recognition. Domino's was founded in 1960 and now extends to over 85 countries, with over 15,000 stores. Domino's is the market share leader for the U.S. QSR pizza category (doubling its share from 9% in 2009) with Domino's, Pizza Hut, and Papa John's market shares of approximately 18%, 13%, and 7%, respectively, based on third-party market research from NDP/CREST. Domino's has a larger market share, but this is accomplished with fewer restaurants (about 1,500 less restaurants). Domino's has approximately 5,900 U.S. stores nationwide, compared with Pizza Hut's 7,500 U.S. locations. The U.S. QSR Pizza category remains highly fragmented with regional chains and independents accounting for 52% of the market. Additionally, Domino's has the number 1 or 2 pizza delivery market share position in its top 15 international markets (such as the U.K., Japan, and Australia). Domino's has supported these market share positions through advertisements to drive awareness and requires franchisees to contribute a portion of sales (6% for U.S. franchisees) to fund them. Domino's spends approximately 3% of system-wide sales on advertising (accounting for domestic franchisees and company owned-stores), below the industry average of 4% to 5%. However, Domino's often uses these funds for novel and memorable advertisements such as the recent "Carryout Insurance" and "Paving for Pizza" promotions and the historic "We're Sorry for Sucking" commercial in 2009, which jump-started the brand revitalization process. Highlighting the effectiveness of these campaigns, we estimate that Domino's has spent $0.22 per transaction on average over the past five years, which is much lower than the category average of $0.30 per transaction. Additionally, Domino's franchisees have increased sales almost entirely through order counts with minimal ticket increases from add-on item attachment rates over the past five years (approximately 85% of retail sales growth was through increased traffic). We see this as a positive, given Domino's stakes it's brand identity on customer value and this is highlighted in the lack of menu price changes over the past decade. For reference, Domino's launched its two medium pizzas with two toppings for $5.99 delivery deal in December 2009 and the offer has not changed since. Intangibles also stem from internally generated intellectual property, with Domino's being a leader in restaurant logistics and technology tools that build and maintain customer engagement and loyalty. Additional investments in streamlining its cooking and fulfilment process have fostered the brand image to make Domino's synonymous with fast and reliable service at an affordable price.
Technology plays an important role in Domino's efforts to develop and enhance its brand image. Domino's global technology platform includes a digital loyalty program with a rewards system, electronic customer profiling, geo-tracking of pizzas being delivered to customer homes, and customer geo-tracking to have carryout pizzas ready just as they enter the store. Other innovations include high-speed ovens (which reduced cooking time to four minutes) and Pulse (a unified point-of-sale system) which have re-engineered fulfillment processes to be best-in-class. Pulse integrates all orders (regardless of origin) into a seamless interface that provides detailed monitoring of every aspect of the ordering, cooking, fulfilment, and delivery processes which reduces bottlenecks and minimizes downtimes, enabling Domino's to offer faster delivery times than competitors. These technology developments have helped the firm achieve over 23 million active users on their rewards app (active defined as a customer who ordered through the loyalty program within the last six months) and in turn facilitated the shift of sales to digital platforms (more than 65% of U.S. sales and over half of global system sales were digital in fiscal 2018). We contend this channel shift to mobile/digital has been beneficial as it is easier to promote sides and drinks leading to larger tickets while also reducing labor needs and increasing order accuracy. Domino's remains focused on technology developments seen in the creation of the "Tech Garage" at its Ann Arbor headquarters, which consolidated Domino's R&D investments and led to the 2017 collaboration with Ford Motor Company to test delivery using self-driving vehicles, the 2018 launch of Domino's "HotSpots" which feature over 200,000 non-traditional delivery locations (parks, beaches, and landmarks), and the 2019 testing of autonomous delivery through a partnership with Nuro. While these recent innovations have not led to material economic returns, we contend these highlight the company's culture and efforts to stay ahead of the competition well into the future.
Domino's intangible assets are also supported by a globally cohesive franchisee system. Franchisee financial health remains exceptionally strong; franchisees have strong cash-on-cash returns of just above 40% (versus an industry average for quick-service restaurants of 15% to 20%) that rank among the highest in the U.S. quick-service restaurant industry and have low franchisee bankruptcy rates. U.S. cash-on-cash payback is about two-and-a-half years (with average store costs of $300,000), while globally it is just below three years. Additionally, while these returns are extremely attractive for outside investors, Domino's continues to implement a rigorous process to accept new franchisees. All prospective operators in the U.S. must start by working in the stores and then complete Domino's' proprietary franchise management school to understand the operating model above the store level. In this vein, Domino's enforces franchisee exclusivity, where Domino's franchisees are not allowed to participate in multi-brand franchising (which is unique relative to other national quick-service franchisors). The advantage of this model is clear, Domino's gets highly motivated entrepreneurs who understand the business of running the stores, while also controlling the number of franchisees. At the same time, the number of franchisees continues to consolidate; in 2008 there were 1,270 franchisees (552 single store operators) and in 2017, there were 788 franchisees (278 single store). This consolidated profile reduces the franchisee risk as the owners are more capitalized to withstand the inherent sales volatility in the restaurant industry (average EBITDA per franchisee is $900,000) while also more clearly defining territorial rights among franchisees. Domino's also utilizes data-driven pricing recommendations, which are designed to help franchisees more effectively price by product category relative to the competition instead of blanket recommendations from management, helping to better manage labor cost inflation. Finally, Domino's utilizes an international master franchise model where more than half the international stores are owned by four public companies (Domino's Pizza Enterprises, Jubilant FoodWorks Ltd., Domino's Pizza Group PLC, and Alsea SAB de CV). These companies are well capitalized and have local management teams which allows them to capitalize on local experience and ownership to facilitate international growth as Domino's navigates unique cultural and culinary preferences.
Domino's boasts healthy operating margins which is partly the result of being 98% franchised. Given the brand's considerable presence throughout the United States, we believe Domino's has meaningful influence over suppliers, which helps to provide access to food and other raw materials to its franchisees at competitive prices. Using its supply chain buying arm, Domino's effectively consolidates the buying power of its franchise base to achieve competitive pricing while also passing the volatility of commodity prices to the franchisee and insulating corporate level profits. Measured by system-wide sales, Domino's is the #1 player in the U.S. pizza quick-service category, and the number-nine player in U.S. quick-service restaurant market (behind McDonald's, Yum Brands, Subway, Starbucks, Restaurant Brands International, Wendy's, Dunkin' Donuts, and Chick-Fil-A) making it difficult to argue Domino's has more favorable bargaining clout with suppliers. However, given the fragmented nature of the pizza industry, we believe Domino's has significant purchasing power versus these peers. Relative to other pizza quick-service restaurants, this advantage is seen in Domino's superior restaurant level margin. Over the past five years, Domino's has averaged a 24% restaurant margin while Papa John's and Pizza Hut have lagged at 19% and 6%, respectively. Additionally, we believe that franchisee buildout costs for Domino's stores remain lower than peers, but the gap is shrinking as Pizza Hut and Papa John's pivot to more delivery friendly "delco" store models. Relative to Domino's $300,000 cost, we estimate Pizza Hut averages $600,000 (while this is partly due to 42% of its stores being "dine-in") and Papa John's averages $350,000.
Combined with the ability to source inputs at a competitive price and store/delivery route density, we believe Domino's developed a cost advantage. In 2012, Domino's implemented a fortressing corporate strategy where the firm focused on increasing store density by splitting and subdividing franchise store territories. Domino's utilizes a data-driven approach to allocate territory splits using statistics such as population density, the success of current stores in the area by sales and foot traffic, and the percentage of a new store's deliveries that would fall within one mile. Additionally, with the consolidated franchisee base, most fortressing occurs with franchisees building inside of their own territories, so cannibalization does not pit franchisees against each other (avoiding what occurred with McDonald's in the late 1990s). In a fortressed market, delivery drivers are able to double their average deliveries per hour, from two and a half to five. This increased number of deliveries is a valuable tool to attract labor in especially tight markets. The increasing trends in delivery initiated by other chains and delivery aggregator businesses has made sourcing labor highly competitive. However, Domino's strong deliveries per hour statistics have been able to continue to attract drivers at a reasonable cost as they are paid more for each delivery they complete (primarily through additional tips). The improved store density also reduced average delivery time to 22 minutes (management cited in ideal markets this drops to 17 minutes) versus Pizza Hut, reportedly sitting at around 30 minutes. We contend this proximity generates a virtuous cycle where proximity leads to better service, which leads to more orders, which incentivizes delivery drivers to work for Domino's as they will get more deliveries. Additionally, this allows Domino's to deliver for cheaper making it extremely difficult for smaller chains to compete on price. Essentially, as Domino's fully penetrates a market the marginal cost to serve a new delivery customer is far lower than a potential new entrant leading to a sustainable cost advantage.