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Domino’s Scales Up Chicken Push as H1 Revenue Rises to £825m

Domino’s plans to recruit new customers to lift order frequency through chicken-led menus, event marketing, loyalty schemes, efficiency

Overview

  • The group reported first-half revenue of £825 million for the six months to June with like-for-like sales up 4.9%, exceeding broker forecasts.
  • Pre-tax profit was broadly flat at about £40.6–£41 million despite the revenue gain, showing limited margin improvement in the period.
  • Domino’s says its Chick’n’dip fried-chicken range has grown to roughly 9% of sales from 7.5% at launch and is attracting incremental customers and larger baskets.
  • The chain recorded a surge of around 45,000 extra orders on the England v DR Congo World Cup matchday on July 1, which the company credits to event-led marketing and heatwave-driven takeaway demand.
  • Management opened 11 stores in H1 taking the estate to about 1,400 locations and is focusing on loyalty, aggregators and supply-chain productivity to convert one-off spikes into regular visits while addressing long-running investor concern over strategic drift toward chicken.