Behind every successful restaurant is a loyal customer base. These regulars appreciate the comfort of familiar dishes and frequently develop a routine of ordering their favorites. However, when financial problems arise, even regulars may change their routines to save money. TikTok user Nesha (@flameheartsanrblx) said she noticed a “recession indicator” among her Domino’s regulars. She says their buying patterns have changed. “One of the biggest recession indicators that I have noticed is that my usual regular customers that I deliver to haven’t been delivering,” Nesha begins. The Domino’s delivery driver has noticed her frequent delivery stops have become less frequent. “Mind you, these people order every other day. Now it’s like once a month,” Nesha reveals. Even pizzas are affected by the rise in food costs Inflation, tariffs, and the ongoing war in Iran have all contributed to rising food prices, with pizza hit especially hard. Once an affordable option that could easily satisfy a group, pizza is no longer the budget-friendly meal it used to be. Viewers in the comments also noticed the dramatic increase in pizza prices. “I swear pizza costs at least $40-60 bucks now,” one TikTok commenter wrote. “Literally I’ve seen someone pay $40 for 2 medium pizzas,” Nesha replied.“Pizza is sooooo expensive now, I just get the frozen pizza if my kids want pizza,” another said. Others believe the quality isn’t worth the price anymore. “The quality is bad now,” one shared. “It tastes bad now,” another added. “I’ve seen the quality of every pizza place plummet. I’ve been cooking for 10 years and I noticed! The door dashes for the restaurant I work at are probably at half,” a third said. Grewal Lecy Marketing describes the pizza index as a recession indicator, similar to the well-known lipstick study. When times are tough, consumers will make fewer impulsive purchases. In the case of pizza, consumers will skip adding extra wings, breadsticks, and other sides. My Pizza Corner also reports the average pizza price is between $8 and $9. Pizza shop owners have felt the weight of rising pepperoni prices. A 25-pound package of pepperoni now costs $140, up from $110 a few years ago. Delivery fees have also impacted how people purchase pizza. According to Pizza Today, delivery charges at major pizza chains typically range from $3 to $7, with most places charging an average of $4.99—excluding tip and tax. These additional costs are prompting more customers to skip delivery and opt for in-store pickup instead. In 2024, Domino’s CEO observed a notable rise in customers choosing to pick up their orders rather than pay delivery fees.