Over 8.2 million pizzas sold in the UK during the tournament as 20 million people tuned in
England’s semi-final against Croatia was the busiest day of the World Cup – sales up 85.7%
SPORTbible collaboration saw Domino’s content viewed or shared over 9.5 million times
Domino’s proved to be The Official Food of the World Cup, as it shared in England’s success by netting a 12.6% uplift in total sales during the tournament versus the same period last year.
Between the opening ceremony and France lifting the trophy, Britain’s best-loved pizza chain sold 8,230,985 pizzas, six every second. Sales were boosted by the popularity of Domino’s’ ‘Meatfielder’ pizza, an instant best seller with customers enjoying 382,676 of the special edition pizza during the tournament.
While the young England team beat expectations to finish fourth in the most watched sporting tournament globally, Domino’s enjoyed a big slice of the action with a spike in sales each time the Three Lions played. Total sales rose 15.2% on England matchdays, compared with the average for the tournament.
The biggest leap came when England finally met their match in the semi-final clash with Croatia with sales up 85.7% versus a normal week day in 2018 and selling 301,728 pizzas, seven every second.
Domino’s World Cup marketing campaigns scored a goal of their own in driving sales. In addition to being one of the best performing football related videos globally, the ‘Memories’ video featuring Jimmy Bullard, one of the best English players never to have played for England, has been viewed nearly 500,000 times and was the sixth most watched video on YouTube in June.
Collaborating with SPORTbible, Domino’s’ promotional content was viewed and shared over 9.5 million times, the most engaging content in the site’s history.
David Wild, Chief Executive Officer, said:
“Our strong performance on England match days was no surprise to us. Domino’s does well whenever families and friends get together to enjoy big sporting events, and the World Cup has no equal. Selling six every second, driven by our fantastic marketing campaigns, our freshly handcrafted pizzas proved to be the perfect topping to a great game of football.
“The majority of England’s games either kicking off as the nation sat down to dinner or ending at tea-time was a timely win for us. Customers wanting to enjoy the matches in the comfort of their own home, without the distraction of cooking, tapped the Domino’s app 132 times every minute during the tournament, with online as a whole making up 78% of total sales.”
Full details of Domino’s Pizza Group’s Interim Results for the period to 1 July 2018 can be found at: https://investors.dominos.co.uk/media/news/interim-results-26-weeks-ended-1st-july-2018
Some of the key dates for Domino’s in the UK during the tournament were:
|
DAY
|
OCCASION
|
SALES
|
|
Monday 18 June
|
England v Tunisia
|
29.0%
|
|
Sunday 24 June
|
England v Panama
|
3.6%
|
|
Thursday 28 June
|
England v Belgium
|
48.0%
|
|
Tuesday 3 July
|
England v Columbia – first knock-out game
|
37.5%
|
|
Saturday 7 July
|
England v Sweden – Quarter Final
|
(1.4%)
|
|
Wednesday 11 July
|
England v Croatia – Semi Final
|
85.7%
|
|
Saturday 14 July
|
England v Belgium – third place play-off
|
(21.2%)
|
|
|
Average uplift
|
15.2%
|
All sales compared to a normal week day in 2018.
- ENDS -
Notes to editors:
Maitland:
Clinton Manning
020 7395 0473 or 07711 972662
Sam Cartwright
020 7395 0415 or 07827 254561
About Domino’s Pizza Group:
Domino's Pizza Group plc is the UK’s leading pizza brand and a major player in the Irish market. We hold the master franchise agreement to own, operate and franchise Domino’s stores in the UK, the Republic of Ireland, Switzerland and Liechtenstein. In addition, we have a controlling stake in the holders of the Domino’s master franchise agreements in Iceland, Norway and Sweden, as well as an associate investment in Germany. As at 1 July 2018, we had 1,213 stores across six markets, including 1,067 stores in the UK.
