Domino’s says food quality campaign and X-Factor backing boosted sales

Domino’s has credited a campaign to push its food and service quality and its sponsorship of the X-Factor after posting a 4 per cent increase in UK sales for its latest quarter.  

Domino’s use of NFC has helped drive UK online sales.

Gains from the pizza chain’s 600 plus UK stores helped drive a 10 per cent increase in total sales across the UK, Ireland and Germany in the 13 weeks to 29 September. Its performance in the UK, however, represented a slowdown on the previous quarter when it posted a 6.6 per cent increase. 

Domino’s launched the “Greatness” campaign last month featuring a television ad trumpeting the quality of the ingredients used in its pizza and pasta and the lengths its delivery staff will go to ensure they are providing good service. It was the first campaign to use the chain’s revamped logo. 

It also sponsors the X-factor app and backed Irish TV show The Hit, both of which helped it ”cement the brand’s ownership of the Saturday night TV experience”, the company says.   

In a statement accompanying the results, the company adds: “Domino’s continues to place marketing at the heart of the business” citing the sponsorships and brand campaign as helping to “underpin the sales growth”.

Digital sales accounted for 62.4 per cent of UK delivery sales in the period, up from 58.4 per cent in the same period last year. Total online sales from all its territories were up 19.8 per cent to £72.3m.  

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