Dramatic increase in Domino's Pizza sales

Leading pizza chain Domino’s today announced a 25% increase in first-half profits. Although many restaurants continue to be hit by the economic downturn, takeaway food chains appear to be capitalising on the consumer’s decision to stay in.

Paul Hickman at KBC Peel Hunt commended “Domino’s marketing excellence” and also cited shrewd business moves such as the company’s high profile sponsorship of the hit ITV1 show Britain’s Got Talent as contributing to the success of the brand.

It has even been suggested that Swine Flu will further boost sales for Domino’s as more and more people are quarantined in their homes and forced to rely upon take away options. A Domino’s spokeswoman was quoted as saying that the Swine Flu outbreak had had a “positive impact” on sales in Mexico where the virus first took hold.

A combination of insightful advertising campaigns and the lure of discounts have contributed to the overall sales increase which saw profits jump by 15.4% to £196.4 million in a mere 6 months. A staggering 40% increase in online sales was also reported painting a very glowing picture of the franchise company.

Top city analysts have been forced to raise their estimates after shares for Domino’s gained almost 5% today to 230p. One such analyst even predicted pre-tax profits for Domino’s tripling by 2017.

With or without the aid of Swine Flu, the pizza giant is on a roll which leading experts predict will last the course.