The company’s "Go Deeper, Go Broader" strategy focuses heavily on non-Tier 1 cities, which now account for 1,018 of its total outlets. This push is supported by a new strategic partnership with mall operator SCPG Group, aimed at securing prime real estate across 55 cities. Executing its 4D strategy—Development, Delicious Pizza, Delivery, and Digital—the firm has seen its pipeline reach 89% of its full-year store opening target, a sharp increase from the 65% mark recorded in March.

While same-store sales growth remained negative for the second quarter overall, the company reported a rebound into positive territory during May and June. This recovery was bolstered by aggressive menu innovation, including the launch of a Crispy Croissant Crust and thematic football-season offerings. Digital engagement also climbed, with loyalty program membership swelling to 41.9 million users. To sustain this momentum, DPC Dash appointed former McDonald’s China marketing executive Joanne Xie as Chief Marketing Officer in May to oversee brand strategy and category expansion.