Home delivery firm Domino’s Pizza said its sponsorship of hit television show Britain’s Got Talent helped drive a double-digit increase in sales and profits.
The group, which has sponsored the show for two years, reported a 15 per cent increase in system sales and a 25 per cent hike in underlying pre-tax profits, to £13.6 million.
It said the show was its key highlight for the six-month period to June 28, with acts such as singing sensation Susan Boyle helping the final become the most-watched programme on television this year.
The hot early-summer weather meant like-for-like sales growth in mature stores slowed to 7.1 per cent from 11.4 per cent a year ago but Domino’s said sales traditionally pick up again as consumers tire of barbecue food.
The UK’s biggest pizza delivery firm said it was on track to beat full-year market expectations as it takes advantage of cheap media advertising to boost sales.
Domino’s, which has 576 franchise-run stores in the UK and Ireland, said advertising of recent short-term pizza offers had been successful, in one case driving like-for-like sales up by more than 80 per cent in one night.
The chain’s efforts to market its online delivery service helped increase e-sales further, with a 38.9 per cent rise to £35.2 million – accounting for more than 26 per cent of UK-delivered sales.
Domino’s has also been adding new products to its menu, including the Piri Piri Pizza and new hot cookies.
Chris Moore, chief executive of Domino’s, said the half-year results had been achieved against a “backdrop of continued economic turbulence, the recent good weather and some very strong comparatives from last year”.
“While hot weather does have an impact on our business, sales start to come back after prolonged periods of warmer weather as the lure of the barbecue fades,” he added.