Pennies become pounds


We know our customers like to get involved and do their bit for good causes too. This is why in 2010 Domino's became the first brand to launch a partnership in the UK with the charity Pennies, and a few years later we launched with Pennies in the Republic of Ireland too. Pennies helps us put our social purpose at the heart of the business, and helps us scale our support for charities working in all the communities we serve.


Pennies is an award-winning charity with an important mission:  To protect and grow digital micro-donations - ensuring the public has ways to keep donating the small amounts of money that are so vital for charitable causes. For Domino's, Pennies enables customers using our website and app to round up their orders to the nearest pound. Almost 93% of the money raised goes to our charity partners, while the rest goes towards achieving Pennies’ charitable objectives.  


By the end of 2020, Domino’s customers had raised - in total since 2010 - over £5.8 million through Pennies. In 2020, a challenging year for us all, our customers raised the highest amount ever over a 12 months period; incredibly donating over £1m in the UK, and £41,500 in the Republic of Ireland.


These huge numbers are the result of customers donating every minute, every hour when they order their pizzas, and mean the world to current partners Teenage Cancer Trust, Barretstown, and the Northern Ireland Children's Hospice, and of course Pennies. It's amazing what a few pennies can add up to.


We’re so proud to have been the landmark partner for Pennies in the UK and Republic of Ireland, and to have seen the trend of donations grow considerably since the start of our partnership, and across many other adopting partners of Pennies . Not only was a Domino’s customer the very first to donate with Pennies, but one of our generous pizza-lovers was also the 100 millionth person to donate in the summer of 2020! 


Our work with Pennies has proved extremely successful, with millions of our customers choosing to donate their extra digital pennies for our supported charities over the years. Thank you so much! 


Pennies is registered as a charity in England & Wales no: 1122489 and in the Republic of Ireland no: 20106331.