Domino's reported a notable spike in business tied to one of England's high-stakes World Cup knockout fixtures, with the pizza delivery giant fulfilling 45,000 more orders than usual on the day of the match.
The surge occurred on July 1, when England faced DR Congo, and the figure was calculated by comparing order volumes against the equivalent date a year earlier. According to the company, the occasion ranked among its busiest trading days, prompting management to bring in extra staff ahead of time to handle the anticipated rush.
Nicola Frampton, chief executive of Domino's, explained that the business thrives on occasions where groups gather to eat together rather than everyday routine dining. "We are principally a group occasion-type food," she told the Press Association, noting that the average customer only orders from Domino's about 4.5 times annually. "So we're not part of the weekly diet," she said, adding that shoppers remain willing to spend on indulgent treats, which is precisely the niche Domino's occupies.
Frampton believes this occasional, treat-driven purchasing pattern gives the company some insulation against broader economic pressures, even as households across the country grapple with tighter budgets and the rising cost of living.
That resilience showed up in the firm's latest financial figures, which revealed £825 million in sales for the first six months of the year — a 6.1% like-for-like increase compared to the same period in 2023. Order volumes across the chain's roughly 1,400 outlets also climbed, rising 1.6% year-on-year.
Beyond the World Cup boost, Domino's also benefited from the summer's extended heatwaves in June and July. Frampton pointed out that soaring temperatures often discourage people from firing up the oven or grill at home, pushing them toward takeaway options instead. Rather than hurting trade, the hot weather worked in the company's favor. "There was a benefit rather than pressure from the heatwaves," she indicated.
On the product side, Frampton credited much of the sales growth to the core pizza range, including the newly introduced Italiano's line, which features thinner crusts and higher-end toppings designed to appeal to customers seeking a more premium experience.
The company's chicken offshoot, Chick 'N' Dip, launched back in February, has also played a role in drawing in new customers and lifting the average value of orders. Rather than competing with pizza sales, Frampton said the sub-brand has proven complementary. "It's not cannibalising our pizza sales, if anything it's actually complementary," she said, explaining that many customers who start with chicken end up adding a pizza to their basket. "So we're seeing a higher percentage of those orders have a pizza or two attached to them – so chicken is the first purchase but customers are adding a pizza to it."
Despite the encouraging sales momentum, Domino's pre-tax profit for the first half of the year stayed largely unchanged at £40.6 million. Looking ahead, the company said its strategy remains centered on expanding its customer base, increasing order volumes, and improving operational efficiency across its network of stores.
Based on reporting from Independent (Football).