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Domino’s Pizza customers ordered more pizzas for delivery in lockdown 3.0

Collection is growing faster than pizza delivery

Domino’s Pizza customers ordered almost 20% more pizzas online for delivery during a quarter marked by lockdown 3.0 than they did a year earlier, although collection levels were lower than at the same time in 2019. 

The mobile-first food delivery company says it’s now planning for post-Covid opportunities and towards its ambition of leading the food delivery market.

Domino’s Pizza Group sales in the UK and Ireland reached £371.3m in the first quarter of its financial year, the 13 weeks to March 28, the company reported today. That’s 18.7% up on the same time last year – which was largely before the UK felt the full impact of Covid-19. Sales on a like-for-like basis – stripping out the effect of store, and business, openings and closures – grew by 18.5%. A larger proportion of pizzas ordered were delivered (+6.8%) than a year ago, while collections are now running at 65% of 2019 levels.

Dominic Paul, chief executive of Domino’s Pizza Group, says: “We are pleased with the strong performance of the business in the first quarter of the year. The investments we are making to deliver our multi-year strategic plan give us confidence in our ability to capitalise not he opportunities which lie ahead as the nation begins to emerge from the Covid-19 lockdown restrictions.”

Domino’s Pizza Group is moving out of international sales to focus on the UK and Ireland market, and says it expects to complete the disposal of its Swedish and Icelandic businesses by the end of May.

“With management focused on our core UK and Ireland business, we are working to fulfil our vision of being the UK and Ireland’s favourite food delivery and collection business,” he says.

Domino’s Pizza is not listed in RXUK Top500 research since it is not a retailer. As a mobile-first food delivery company that has pioneered the use of apps for orders, its strategy offers useful insights for ecommerce and multichannel retailers. Currently its figures suggest an underlying shift online for its customers during Covid-19 restrictions and lockdown conditions. It will be interesting to see how that changes as UK emerges from restrictions. 

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