Domino’s plot to focus on villages: Pizza chain to tackle Greggs

Domino’s has revealed its plot to focus on Britain’s cities and villages because it introduced new plans to open 70 new shops this yr, a few of which will probably be in additional rural areas.

This comes because the pizza chain boss Andrew Rennie introduced that the corporate will quickly launch a £4 meal deal and is eyeing a loyalty programme for return clients in a bid to tackle Greggs.

There are greater than 1,300 Domino’s pizza outlets throughout the UK and Ireland proper now, however the firm desires to broaden to 2,000 by the top of 2024.

To do that, 70 new shops will probably be opened this yr, together with in areas outdoors of main UK cities.

There has been a surge in enterprise in smaller cities the place they’ve opened new shops, together with a brand new store in Llangefni, Wales.

Domino’s has additionally arrange store in different commuter belt cities in areas comparable to Sawbridgeworth, Hertfordshire and Chesham, Buckinghamshire in latest months.

The firm stated it had seen a gradual January, partly as a result of it had not marketed its pizzas as a lot because it might have, as it’s holding again for extra adverts later this yr.

‘One of the explanations we held again in January as nicely was as a result of January is one our quieter months, so we wished to go fishing when the fish are biting,’ chief government Andrew Rennie stated.

Adverts launched later this yr will probably be aimed toward selling new massive launches from the group, together with the brand new £4 lunch supply.

‘For the primary time ever we’re launching a £4 lunch deal that will probably be launched within the subsequent couple of weeks,’ Mr Rennie stated.

The deal will embody smaller objects from the menu, together with pizzas, wraps and cookies.

The chief government additionally stated the enterprise expects to have the ability to launch a loyalty programme for normal clients later this yr.

He stated that testing was already beneath approach and the enterprise is letting itself be pushed by the info it sees.

Mr Rennie stated: ‘I’m fairly assured based mostly on what I’m seeing that it should be very sturdy.

‘I’d be very stunned if we did not discover a approach ahead to launch it fully later within the yr.’

He was unable to disclose many particulars of the loyalty scheme however promised ‘it can have a few extra twists to it, however I am unable to give that away, I’m afraid, as a result of it’s market-sensitive, as a result of it is fairly distinctive.’ 

This may very well be seen as a problem to excessive avenue bakery Greggs, which in January affirmed plans to open a bakery chain in each city in Britain which doesn’t have a department but by opening 160 new branches this yr.

Greggs, which had 2,473 retailers by the top of final yr, introduced additional growth plans to divulge heart’s contents to 160 shops in 2024.

With the brand new retailer openings this could take the whole variety of Greggs bakeries in Britain to greater than 2,600.

The precise areas of the brand new retailers shouldn’t be but identified by the model, which is synonyms with sausage rolls, however stated they plan to offer clients extra handy entry to its tales.

The chain will proceed to focus on retail parks, industrial estates and motorway service stations as a part of growth plans.

Domino’s stated it gained market share final yr, rising from 7.1% to 7.2%. It opened 61 pizza outlets and expects to open an extra 70 this yr.

By 2028 the enterprise hopes to have 1,600 websites within the UK and Ireland, and a pair of,000 by 2033. On Tuesday it individually introduced the takeover of Shorecal Limited, the most important Domino’s franchise within the island of Ireland.

The 72 million euro (£62 million) deal will see it take over 34 of the 99 Domino’s websites at present working within the Republic and Northern Ireland.

Last yr gross sales have been up 5.8% whereas pre-tax revenue rose 43.9% to £142.3 million.