Gourmet-pizza roll-out boosts Domino's

Domino’s Pizza today said the launch of a new “gourmet” range backed by adverts in ITV game show Red or Black had helped to boost sales.

Domino’s Pizza today said the launch of a new “gourmet” range backed by adverts in ITV game show Red or Black had helped to boost sales.

The delivery firm, which has 702 outlets in the UK, Ireland and Germany, increased advertising spending in the 13 weeks to September 25 as it also signed a deal with Channel 5 to allow it to sell a Big Brother-designed pizza.

But the marketing investment paid off as like-for-like sales in the UK increased 4.1% in the quarter, up from 3.4% in the first half of the year.

The “well received” gourmet range, developed to win over more middle-class customers on bigger budgets, was launched in July alongside a new stuffed crust pizza.

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