News

Domino's UK gets a boost from gourmet line

September 28, 2011

Domino's Pizza launched its Artisan Pizza line earlier this week in the U.S.

A similar gourmet line was launched in August in the U.K. market and has provided a boost to sales. According to the BBC, Domino's sales in the past three months are up 4.1 percent.

The chain attributes the increase to the launch of its gourmet line, as well as its sponsorship of Simon Cowell's ITV game show "Red or Black."

The new range aims to attract middle class customers, according to the article.

Last week, Domino's added a partnership with Virgin Wines club, which specializes in boutique wines. Domino's is offering discounts on a variety of Virgin Wines products that have been specifically selected to complement the chain's gourmet range.

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