Domino’s launches a 3-pizza Peynirsever range, is a buy-one-get-one launch profitable?
Three new cheese-loaded pizzas, the Peynirsever range, are now on sale at Domino’s in Türkiye, launched with a “Buy 1, Get 1 Free” offer (Perakende.org, 12 October 2026). According to the report, the offer applies in all Domino’s restaurants, in the Domino’s App and on Domino’s Web, while the pizzas’ prices, sizes and the length of the offer have not been announced.
If you run a restaurant or a delivery business, here is what the news means for you. Launching a new product with a free second one brings customers to your door, but it only protects profit if the cost card is worked out in advance. In autumn 2026, every Turkish pizza and delivery business launching a new product faces the same question: whose pocket does the second pizza come out of?
Which pizzas are in the Domino’s Peynirsever range, and how is the launch set up?
The range has three pizzas: İkonix Peynirsever, Süperos Peynirsever and Margarita Peynirsever. “Peynirsever” means “cheese lover” in Turkish, and what the three share is cheddar sauce on top of mozzarella. The launch is promoted with the “Buy 1, Get 1 Free” offer and an ad film called “Vay Vay Vay Domino’sum Hoş Geldin”.
Is the price of Domino’s Peynirsever known in the buy-one-get-one offer?
No. The prices and sizes of the Peynirsever pizzas are not in the report. Domino’s Türkiye’s campaign page did not show the name “Peynirsever” when checked on 13 October 2026. It is also unknown whether the general “Buy 1, Get 1 Free” campaigns on that page cover this range.
How does a restaurant calculate the cost of a buy-one-get-one launch like Domino’s?
By comparing the total cost of two products with the selling price of one. Write down dough, sauce, cheese, meat toppings, box, courier and platform commission line by line. If the total cost of two pizzas comes close to the price of the one you sell, the promotion leaves no profit. In that case, profit can only come from later orders and from the drink or side added to the basket.
- What are the product’s portion cost and selling price?
- Is the free item the same product, or a lower-cost one?
- Which channel does the promotion run on, and for how many days?
- Which drink or side will you add to the basket?
- How will you measure repeat orders after the promotion?
Who do buy-one-get-one launches like Domino’s affect in pizza and delivery, and how?
The winner is the chain with its own app and a wide branch network; scale spreads the cost of the second pizza. The one under pressure is the independent pizzeria or delivery business working from a single branch in the same neighbourhood. Indirectly, cheese and meat suppliers, couriers and delivery platforms are affected, because the order load in a promotion week changes their schedules too.
What does the digital side of the Domino’s launch show a delivery business?
The value of owning the channel. According to the report, the launch offer is also available through the Domino’s App and Domino’s Web. A business selling on its own channel keeps both the commission and the customer data. A business selling on a platform gains visibility, but largely leaves the promotion rules and the data to the platform.
What should a delivery business owner do this week about a promotion like Domino’s?
There are three things you can do this week: update the portion cost cards for your three best sellers, fill in the five-line promotion card for one product, and pull repeat-order data for your last promotion from your own channel. A promotion with no cost card quietly eats margin while the sales figure looks healthy.
Quick Summary
- The Domino’s Peynirsever range has three pizzas and launches with a “Buy 1, Get 1 Free” offer (Perakende.org).
- According to the report, the offer applies in restaurants, the Domino’s App and Domino’s Web (Perakende.org).
- The prices and sizes of the Peynirsever pizzas and the length of the offer have not been announced.
- The general price points on the campaign page are not the Peynirsever price (dominos.com.tr, 13 October 2026).
- A buy-one-get-one promotion set up without knowing portion cost wears away the margin.
Short Glossary
- Portion cost
- Portion cost is the cost measure used to describe the ingredient and packaging spend in a single serving of a menu item.
- Acquisition cost
- Acquisition cost is the marketing measure used to describe the total amount spent to win one new customer.
- Average basket
- Average basket is the sales measure used to describe the average amount spent per order.
Frequently Asked Questions
Next Step
If you want to build the cost card and channel plan for your launch promotion together, fill in our consult your expert form. Our retail page, where we interpret the retail agenda for you, is updated with new cases.
Sources: Perakende.org, 12 October 2026 · Domino’s Türkiye campaign page, checked 13 October 2026 · Migros Yemek, Domino’s branch listing
Updated: October 2026
Sık Sorulan Sorular
According to the report, İkonix Peynirsever carries pizza sauce, mozzarella, rich cheddar sauce, sucuk (a spiced Turkish sausage), fresh mushrooms, black olives and a regional spice blend. Süperos Peynirsever combines sucuk, sausage, ham, black olives, fresh tomatoes and thyme with cheddar sauce and mozzarella. Margarita Peynirsever is made of pizza sauce, mozzarella, rich cheddar sauce and garlic sauce.
The report lists the restaurants, the Domino’s App and Domino’s Web. Domino’s branches are also listed on food delivery platforms, but for the launch offer the report names only the brand’s own channels.
According to the report, Domino’s has operated in Türkiye for 30 years and this year was named “Türkiye’s Lovemark” in the pizza category. The report does not name the organisation behind the award, so the claim is passed on as the report words it.
The page lists general “Buy 1, Get 1 Free” campaigns at set price points, for instance medium “Cazip Pizzalar” at TL 460 and “Sevilen Pizzalar” at TL 530. These price points show that the offer is a standing pricing tool for the brand.
Because the page does not mention Peynirsever and the report gives no price. Reading a campaign price point as the new product’s tag is like hanging the wrong price card on a shelf. You need to check the current price in the app or at the branch.
The campaign page states that its prices are “retail prices recommended by Domino’s Pizza”. Franchise branches may charge differently; we look at this side of the franchise model through Nevada Coffee’s franchise growth as well.
Food cost, packaging, energy, courier and commission. In a cheese-heavy product, cheese is the line to watch most closely; update the portion cost each week along with the supplier’s price.
In the extra sauce and the second cheese layer. A single “cheesy” line on the menu means two separate ingredients and two separate portion weights in the kitchen. If the portion standard is not written down, cost shifts with every shift, and the promotion blows up in your hands.
Behind the counter, before the promotion, fill in a five-line card:
When the promotion brings new customers and those customers come back at full price the next month. Our desk recommends treating a launch promotion as an acquisition cost and measuring the repeat-order rate.
A promotion run on your own channel also keeps customer data inside the brand. A customer who downloads the app becomes directly reachable for the next promotion.
Not by copying the same promotion. Instead of competing on price, it is sturdier to lean on what sets you apart from a chain, such as portion size, freshness and delivery time. The word “free” pulls customers in, but customers get to know the neighbourhood pizzeria on the second order.
In a promotion week, cheese orders and courier workload go up. If the supply contract has no flexible-quantity clause, the business either runs out of stock or ends the week with too much.
The customer’s phone number, address and order history stay with the business. That data is the most direct way to measure repeat orders after a promotion.
A customer who searches for a new product name and finds no product page on your site walks away. The product name, ingredient list and promotion terms should match across that page, your map listing and your ad copy.
State the duration, eligible sizes and channels clearly. For the rules on advertising a promotion, check consumer law with the official source; this is not legal or financial advice.
Start with one product, one channel and a short run. Compare the result with the same days of the previous week, and write the average basket and the number of new customers side by side.
Yes; an event that draws visitors can widen a promotion’s reach. For an example from the mall side, see the Akmerkez Live Well piece. We also run promotion design and channel planning through our marketing consultancy service.
The price was not announced in the report. The general prices on the campaign page may not cover this range, so check the current price in the app or at a branch.
It can be, if the total cost of two products stays well below the price of the one you sell and the promotion brings repeat orders. Work out your portion cost card first.
The report lists only Domino’s restaurants, the App and Web. Check the terms on each platform with the platform itself.