target price $40, page-16

Anyone who does a weekly food shop will understand that when a single red capsicum costs $3.50ea , a 500g bag of mozzarella costs $8.00, 100g of sliced pepperoni costs $4.75 , a 2 pack pizza base costs $5.60 and jar of pizza sauce costs $3.50 the value that DMP offers isn't perceived; rather it's a real cost saving alternative....and don't get me started on the cost of fresh fruit/vegetables and/or red meat.

Out of interest I employ a number of warehouse workers who earn a modest wage. I asked all of them on their opinions of Dominoes as a value proposition....All of them and I repeat all of them use Dominoes and indicate that they have been more frequent users because in their eyes its cheaper to feed the kids with a pick up pizza than buying food from the supermarkets.