Domino’s experienced a remarkable surge in pizza orders during England's World Cup knockout match against DR Congo on July 1, delivering an extra 45,000 orders compared to the previous year.

The boost in sales coincided with recent heatwaves, where consumers opted for takeaways instead of barbecues. Nicola Frampton, Domino’s chief executive, described this day as one of the company’s busiest, noting they had "staffed up" in anticipation of increased demand.

Frampton emphasized that Domino’s serves as a “group occasion-type food”, with customers typically ordering from them 4.5 times a year, making them more of a treat than a staple in weekly diets. She indicated that customers remain willing to spend on indulgences, which may shield the company from the impacts of rising living costs.

In its latest financial results, Domino’s reported sales of £825 million for the first half of the year, reflecting a 6.1% increase year-on-year. The number of orders across its 1,400 outlets also rose by 1.6%.

The growth was attributed to its core pizza offerings, including the new Italiano’s range of thinner-crust bases and premium toppings. Additionally, the launch of its chicken sub-brand Chick ‘N’ Dip in February attracted new customers and encouraged larger orders, with chicken purchases often accompanied by pizza.

Frampton noted that the heatwaves actually benefited the chain, as many opted for takeaways rather than cooking. She highlighted a strategic focus on “more customers, more orders, and more efficiency.” Despite a flat pre-tax profit of £40.6 million for the first half, the company remains optimistic about its growth trajectory.