Domino’s Pizza sees X Factor boost

Pizza firm Domino’s today said full-year profits would beat market expectations after hit shows like 'The X Factor' kept customers glued to their seats at home and ensured an end-of-year boost for deliveries.

The company said popular Saturday night TV shows, such as Strictly Come Dancing, helped lift sales by 10.3% on a like-for-like basis in the 13 weeks to December 26 as more consumers stayed in and ordered pizza.

The firm said heavy snowfall and freezing temperatures in December was also a mixed blessing as customers stayed warm indoors and ordered food, but occasionally the conditions hindered deliveries.

The company, which currently has 665 mostly franchised stores, recorded sales of £132.5m (€155.5m) in the fourth quarter, and £485.3m (€569.5m) for the year.