At £16 for a pizza, I fail to understand who actually buys Dominos other then when it is BOGOF and you have some mates round or something - Even then at £8 a pizza its still massively more than most small pizza shops where I live (and we don't even have a dominos or pizza hut competing here).
Those saying you are paying for the convenience - what nonsense - You still pay a lot less from small pizza shops and most deliver for free, or a quid. You are paying for something you think is better, which I personally find not to be the case.