Domino’s has emerged as an unlikely winner from England’s World Cup campaign and a summer of extreme heat, with the pizza chain reporting a surge in demand as consumers turned to takeaway treats rather than traditional match-day food and home cooking.
The company delivered around 45,000 additional orders on the day of England’s World Cup match against DR Congo on July 1 compared with the same day a year earlier, making it one of its strongest trading days of the year.
Chief executive Nicola Frampton said the business had anticipated a spike in demand and increased staffing levels ahead of the fixture, highlighting the role of major sporting events in driving sales for the takeaway sector.
Domino’s results showed the boost was not limited to a single event. Like-for-like sales reached £825 million in the first half of the year, up 6.1 per cent on the same period in 2025, while order numbers across its 1,400-store network rose 1.6 per cent.
The company said consumers were still prepared to spend on occasional indulgences despite pressure on household budgets, with pizza positioned as an affordable group treat rather than an everyday expense.
Growth was supported by new product launches, including the Italiano’s range of thinner-crust pizzas with premium toppings, alongside the expansion of its Chick ‘N’ Dip chicken brand. Frampton said the chicken offering was attracting new customers and encouraging larger orders rather than replacing pizza sales.
The unusually hot summer also played into Domino’s hands. While heatwaves disrupted many businesses, the company said soaring temperatures encouraged customers to avoid cooking and, in some cases, abandon barbecues in favour of delivered meals.
The performance highlights the resilience of so-called “affordable luxuries” as households remain cautious with spending. Domino’s said its strategic focus remained on attracting more customers, increasing order frequency and improving efficiency.
Despite stronger sales, pre-tax profit remained broadly unchanged at £40.6 million for the first half, reflecting ongoing cost pressures across the business.
For Domino’s, however, the results reinforce the value of convenience and comfort spending — proving that even during economic uncertainty, consumers will still find room for a small slice of indulgence.
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