Leicester Tigers’ Welford Road ground is the first UK stadium to benefit from selling the range of individual seven inch Domino’s pizzas with a choice of three toppings created specifically by Domino’s and Lindley Venue Catering for hand-held eating in a match-day environment.
In the first four weeks Domino’s has generated a ten-fold increase in pizza sales – Lindley Venue Catering is now planning to extend availability of Domino’s pizzas to its client base of 50-plus football and rugby stadia and other large venues.
Jonathan Davies, The Lindley Group’s sales & marketing director, said: “Our aim is to enhance the match-day experience by providing quality, freshly-prepared food in a fast-serve environment and part of this initiative is looking at bringing highly respected high street food retailers into sports stadia.
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.”
“Partnering with Lindley provides a perfect opportunity to extend Domino’s footprint into UK sports stadia as Lindley is a well-established caterer in this field. We have benefited from their expertise and insights and together created a seven inch pizza which is more practical and easier to eat for match-goers.”