TV advert campaigns hit the spot for Domino's

Television advertising campaigns have succeeded in boosting turnover and sales at home-delivery pizza company Domino's Pizza.

Turnover for the group increased by 35% to £43.8m in the 12 months to 30 December, compared with £32.5m in 2000. Pre-tax profit was up by 31% to £3.1m, against £2.4m for the same period the previous year.

Chief executive Stephen Hemsley said that he believed the company's TV campaigning had helped increase like-for-like sales by 21.4% against 2000. During the year, the group delivered pizzas to more than one million households, with one in five home-delivery pizzas being ordered from Domino's.

Hemsley said that the group's goal was to reach more than 2.5 million households and to open 500 Domino's in the UK and Ireland by 2006.

Since year-end, trading has remained buoyant, with like-for-like sales for the first six weeks of the year up by 20.5%, compared with 19.3% in 2001.