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Lindley teams up with Domino's at sports venues

22 October 2012
Lindley teams up with Domino's at sports venues

Lindley Venue Catering has teamed up with Domino's Pizza Group to bring the popular takeaway brand to its stadia and arena contracts.

The exclusive deal is the latest move by the contract caterer, part of the Lindley Group, to offer quality retail brands on the public concourses at sports venues.

It also opens up a new sector for Domino's as the business seeks to continue the fast-track expansion of its franchise estate in the UK.

Jonathan Davies, Lindley Group's sales & marketing director, said: "We decided to team up with Domino's because it's the leading brand in the take home pizza market and we wanted a dynamic and ambitious partner who we could work with to tailor the offering to suit a sports stadia and large venue environment.

"We also want to offer fans pizzas which use fresh ingredients and are made and cooked to order - rather than reheating a frozen or chilled product - and the arrangement with Domino's enables us to do this."

Leicester Tigers' Welford Road ground is the first Lindley venue to host a Domino's kiosk and the first four week saw pizza sales increase ten-fold. As a result, Lindley is now planning to extend the offer to its client base of 50-plus football and rugby stadia and other large venues.

The range of individual seven-inch Domino's pizzas with a choice of three toppings was created specifically for the Domino's and Lindley Venue Catering for hand-held eating in a match-day environment.

Kerri Saunders, operations director at Domino's Pizza, added: "We are continually seeking to expand our UK operation and our business plan includes looking at opportunities in other leisure sectors as well as developing Domino's presence on the high street.

"Domino's pizzas sell well in sports stadia in Australia, so this was an avenue we wanted to explore in the UK. What impressed us about Lindley Venue Catering is their commitment to raising the bar in terms of improving the quality of food served at sports stadia, and their focus on using fresh ingredients and preparing food on site is a natural fit with the way we operate."

By Janie Manzoori-Stamford

E-mail your comments to Janie Manzoori-Stamford here.

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