Domino’s sees orders rising thanks to X Factor final
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Domino’s sees orders rising thanks to X Factor final

Domino’s had a great Christmas, and it thinks it knows why: the X Factor final. X Factor, a show where hopeful members of the public battle it out in karaoke-like contests in front of judges in an attempt to win a record deal, is a mainstay of UK TV, and international versions of the show have become popular worldwide. On the day of the final, 2 December, Domino’s said it saw a 25% surge in sales, clearly demonstrating the “growing trend for combining ordering in with family entertainment,” according to the company.

Domino’s share price has risen by 14% so far this year

graph 0202 domino

SOURCE: Yahoo Finance

There is a growing trend, both in the UK and worldwide, towards a rise in takeaway orders and a decline in eating out. Domino’s chief executive told BBC Radio 5 that the company represented “a trade-up from cooking at home, and a trade-down from eating in a restaurant. People are happy to eat in the home, because in-house entertainments are so much better than they’ve ever been before.” This is having a pronounced effect: Domino’s now expects its underlying full year profits to come in “slightly” above expectations.

In the 13 weeks to Christmas Eve, the company saw sales rise by 18.2% against the previous year to £321.8 million. The company owns 1.045 pizza stores in the UK, and a further 145 in five other markets: Ireland, Switzerland, Luxembourg, Liechtenstein, and Sweden.


Dominion holds Domino’s Pizza in its Global Trends Managed Fund. 

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