Domino’s buoyed by marketing activity

Domino’s Pizza UK and Ireland has posted a jump in sales, buoyed by the success of marketing activity including the sponsorship of TV show “Britain’s Got Talent”, according to the company.

dominos

The pizza delivery firm reported a 10.8% rise in like-for-like sales in the 13 weeks to 27 September.

Its online ordering service has also enjoyed an increase, with e-commerce sales for the third quarter rising 43.1%, and similarly rising 39.9% in the first 39 weeks of the year. In the UK, online orders now account for 27.2% of delivered orders.

Chief executive Chris Moore says it remains on track to beat market expectations for the full year due to strong trading in the third quarter. It has also taken advantage of the drop in advertising rates.

Analysts are forecasting that the company will report a £27m underlying pre-tax profit for the full year.

Earlier this year Domino’s said that it would boost its advertising budget by more than 10% to £20m in a bid to capitalise on budget-conscious consumers choosing to eat at home.

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