Domino’s scores with 45,000 extra orders as World Cup fever and heatwaves boost takeaway demand

Domino’s enjoyed one of its biggest trading days of the year after England’s World Cup match against DR Congo triggered a surge in pizza orders, with the chain delivering 45,000 more orders than on the same day last year.

The takeaway giant said demand soared on July 1 as fans gathered to watch the tournament action, prompting the business to increase staffing levels ahead of the expected rush.

Domino’s chief executive Nicola Frampton said the matchday highlighted the company’s position as a destination for group occasions rather than an everyday meal choice.

“We are principally a group occasion-type food,” she said.

The company said customers typically order from Domino’s around 4.5 times a year, meaning the brand is often viewed as an affordable treat rather than a regular household expense.

Ms Frampton said this helped protect the business from wider pressures as consumers continue to manage rising living costs.

Sales rise as customers continue to choose treats

Domino’s latest financial results showed sales reached £825 million in the first half of the year, representing a 6.1% like-for-like increase compared with the same period last year.

The number of orders across its 1,400-strong UK store network also increased by 1.6%.

The company attributed growth to its core pizza range, including the launch of its Italiano’s collection featuring thinner crust bases and more premium toppings.

It also highlighted the performance of its Chick ‘N’ Dip chicken range, launched in February, which has helped increase order sizes.

Ms Frampton said the chicken offering was attracting new customers while encouraging them to add pizzas to their orders.

“Chicken is the first purchase but customers are adding a pizza to it,” she said.

Heatwaves drive takeaway demand

The unusually warm weather during June and July also benefited Domino’s, as some customers avoided cooking in hot kitchens or abandoned traditional barbecues during periods of extreme heat.

Ms Frampton said the heatwaves created an opportunity for the takeaway sector, with more people choosing convenient meal options.

Domino’s said its focus remains on attracting more customers, increasing order numbers and improving efficiency across the business.

Pre-tax profits remained broadly stable at £40.6 million for the first half of the year, despite continued pressure on household budgets.