Britain's biggest pizza delivery firm Domino's Pizza UK & Ireland said it expected its 2010 pre-tax profit to beat market forecasts following a strong finish to the year, sending its shares to an all-time high.
Domino's, which operates the British and Irish franchises of the global delivery brand, has excelled through challenging economic conditions as cash-strapped customers opt to stay in and order takeaways rather than eating out.
Offers such as a buy-one-get-one free deal on Tuesdays and its 'one two free' deal on a large pizza, such as its Mighty Meaty, plus side orders of garlic mozzarella sticks and other items had proved popular, the company said.
Domino's, which opened 57 new stores over the year and has 665 outlets, said today that sales at shops open more than a year grew by 10.3% in the 13 weeks to December 26.
'We have again finished the year with a like-for-like sales performance that is ahead of expectations and, together with the improvements in our operational gearing, the company will deliver 2010 profits ahead of current City expectations,' said Domino's chief executive Chris Moore.
The strong performance came despite heavy snowfall across Ireland and Britain throughout December.
Domino's said total sales increased by 17.8% in the fourth quarter to £132.5m sterling. For the year as a whole, they were up 19.2% to £485.3m.
The company's online business grew sales over the year by 63% to £128m, boosted by the introduction of an iPhone ordering app, and increased promotional activity on social media websites such as Facebook and Twitter.
