Domino's posted a surge in sales as the World Cup boosted demand for its pizza, with 45,000 extra orders made during one early England game. 

The UK master franchise of the American pizza giant said that it saw ‘positive momentum’ in July after sales rose 6.1 per cent to £825.3million over the 26 weeks to June 28.

Domino's said that the World Cup – which took place in June and July – helped to drive sales higher, with pepperoni pizza proving the most popular during the matches.

It delivered 45,000 extra orders during the England v DR Congo matchday on July 1, compared with the same day last year.

Shares in Domino's rose 3 per cent on Tuesday afternoon as investors responded to the news. 

Chief executive Nicola Frampton insisted that the group's revival plan – which has seen it try and shift more chicken products, as well as pizza slices – is showing signs of working.

Domino’s has had a difficult couple of years after complaining that higher costs, including an increase in the National Minimum Wage and employer contributions to National Insurance, had forced it to raise prices and slash its guidance last summer. 

Frampton said the launches of a 'Chick 'n' Dip' range and an ‘Italiano’s’ range of thinner, premium pizzas had been a success.

She added: ‘Pizza remains at the heart of our business, with Italiano’s reinforcing the strength of the category, while the early performance of Chick ‘n’ Dip gives us confidence in our ability to grow chicken alongside our core offer. The progress we are seeing reflects the strength of our strategy.’

Bosses are pinning their hopes on new fried chicken ranges to boost growth, in order to meet consumer demand for food that is high in protein and lower in calories. Food brands, including Greggs, have suggested that the rise of weight-loss drugs is also increasingly influencing what people are buying. 

Frampton’s insistence that pizza is at the ‘heart’ of the business still follows eyebrow-raising remarks from her predecessor that there was not ‘massive growth’ left in the pizza market in Britain.

Domino’s said consumers continue to be ‘value-led’ amid pressures on households including higher fuel and grocery bills relating to the war in the Middle East this year.

Frampton added: ‘Our consumers typically buy from us 4.5 times a year, so we’re not part of the weekly diet. I think people are still willing to spend on treats, and that really is what Domino’s is, it’s a treat.’

Profits over the half-year edged up by just 0.2 per cent from £40.5m to £40.6m.

Adam Vettese, market analyst for investment platform Etoro, said: ‘The World Cup provided a timely boost to finish the period while also lifting July trading and helping evening orders surge.

‘After a tougher 2025, this update shows Domino’s is back on the front foot. The combination of event driven volume, product innovation and cash generation should keep investors hungry for more recovery in the share price.’