When economic armageddon unfolded in 2008, Domino’s Pizza was rolling in dough as well as rolling it out. Cost-conscious Britons looking for a little luxury would order a takeaway — and lots of them: the firm that two Anglo-American brothers brought from the US to the UK 37 years ago was accounting for one in three pizzas delivered in Britain by 2009.
But as we hunker down for another crisis, it looks unlikely to go so well this time for the franchise business.
Many of us had our fill of takeaways in the pandemic; they no longer seem a luxury, but a reminder of time spent eating from cardboard food boxes. Domino’s shares soared by almost 50 per cent between January 2020 and December 2021,