Domino's Pizza's UK master franchise reported a jump in sales after the football World Cup boosted demand for its pizzas, delivering 45,000 extra orders during one early England match alone.
Domino's Pizza Group holds the master franchise for the American pizza chain in the UK and Republic of Ireland, operating hundreds of stores across the country that are mostly run by independent franchisees.
The company said it saw "positive momentum" in July after sales rose 6.1 per cent to £825.3 million over the 26 weeks to June 28.
Domino's said the World Cup, which took place in June and July, helped drive sales higher, with pepperoni pizza proving the most popular choice during matches. It delivered 45,000 extra orders on the day England played DR Congo on July 1, compared with the same day the previous year.
Shares in Domino's rose 3 per cent on Tuesday afternoon as investors responded to the results. The football World Cup, held every four years, is one of the most watched sporting events in the world, and matches are traditionally linked to a rise in takeaway orders as fans gather to watch games at home.
Chief executive Nicola Frampton said the group's revival plan, which has included pushing more chicken products as well as pizza slices, is showing signs of working.
Domino's has had a difficult couple of years, having complained that higher costs, including an increase in the National Minimum Wage and employer contributions to National Insurance, had forced it to raise prices and cut its guidance last summer. Increases to the minimum wage and employer National Insurance contributions this year have added to cost pressures across the UK retail and hospitality sector more broadly.
Chicken ranges and premium pizzas
Frampton said the launches of a "Chick 'n' Dip" range and an "Italiano's" range of thinner, premium pizzas had been a success.
She said pizza remained at the heart of the business, with Italiano's reinforcing the strength of the category, while the early performance of Chick 'n' Dip gave the company confidence in its ability to grow chicken alongside its core offer. She said the progress reflected the strength of the company's strategy.
Bosses are pinning their hopes on the new fried chicken ranges to boost growth, aiming to meet consumer demand for food that is high in protein and lower in calories. Food brands, including Greggs, have suggested the rise of weight-loss drugs is also increasingly influencing what people buy. Injections such as Wegovy and Mounjaro have surged in popularity in Britain in recent years, prompting food and drink companies across the industry to adapt menus toward lower calorie, higher protein options.
Frampton's insistence that pizza is at the "heart" of the business follows earlier remarks from her predecessor that there was not "massive growth" left in the pizza market in Britain.
Consumers under pressure
Domino's said consumers continue to be "value-led" amid pressures on households, including higher fuel and grocery bills relating to the war in the Middle East this year.
Frampton said: "Our consumers typically buy from us 4.5 times a year, so we're not part of the weekly diet. I think people are still willing to spend on treats, and that really is what Domino's is, it's a treat."
Profits over the half-year edged up by just 0.2 per cent, from £40.5 million to £40.6 million.
Analyst reaction
Adam Vettese, market analyst at investment platform Etoro, said the World Cup had provided a timely boost to finish the period while also lifting July trading and helping evening orders surge.
He said: "After a tougher 2025, this update shows Domino's is back on the front foot. The combination of event driven volume, product innovation and cash generation should keep investors hungry for more recovery in the share price."
Etoro is an online platform used by retail investors to trade shares and other assets. Investors looking to buy shares in Domino's can do so through a range of DIY investing platforms.
