Domino’s reported a significant increase in pizza sales during England’s World Cup match against DR Congo on July 1, delivering approximately 45,000 more orders than on the same date the previous year. The boost in demand prompted the company to increase staffing levels to manage the surge effectively.

Nicola Frampton, Domino’s chief executive, described the match day as one of the busiest for the chain, underscoring the impact of major sporting events on consumer behavior. The company’s extensive network of around 1,400 outlets experienced a 1.6 percent rise in overall order volume during the first half of the year.

Financial results for the six-month period reflected these operational trends, with sales reaching £825 million, marking a 6.1 percent increase compared to the prior year. However, despite higher revenues, pre-tax profit remained level at £40.6 million. The performance figures illustrate steady growth in sales alongside consistent profitability amid a competitive market environment.