Domino’s orders fall as price rises hit demand

Orders at Domino’s Pizza Group declined last year amid weaker consumer confidence and rising prices driven by higher labour costs.

The company, which operates around 1,400 stores across the UK and Ireland, reported receiving 71.1 million orders in 2025, a 0.9% decrease from the previous year.

Underlying pre-tax profit fell by 15% to £91.2 million.

Despite the drop in orders, system sales—the total revenue generated by both franchised and company-owned stores—increased by 1.5% to £1.6 billion. This growth was largely attributed to a 4% rise in prices, even as sales volumes decreased by 2.5%.

Franchisees raised prices throughout the year to compensate for higher employment costs, including increased National Insurance contributions.

Interim Chief Executive Nicola Frampton acknowledged that 2025 had been “a difficult year for all,” with weaker consumer sentiment impacting demand. However, the company indicated that 2026 has begun on a positive note and remains optimistic that its new chicken sub-brand will contribute to future growth.

“Franchisees have had to put prices up,” she told the Press Association.

“We’ve worked really hard not to do that, but we’ve had some significant incremental cost flow… through the employment changes that came through.

“A lot of brands have really pulled back – they’ve either put their prices up massively or they’ve pulled back on their service.

“I think we’ve got the balance right in terms of how we’ve approached it.”