The boss of Domino’s Pizza has set out plans to “put our foot on the accelerator in London” in response to growing competition from takeaways website Just Eat and other big chains.
Chief executive David Wild said he was looking for more sites in the capital, hiring an acquisition surveyor and estate agent purely to find more London branches.
Wild added: “We’re also making a significant increase in TV advertising and outdoor advertising in London as we think we’ve lost a bit of the share of the voice to our competitors.
“Just Eat spend a lot of money in London, and so do the other main pizza chains — so we’re stepping it up.” Britain’s most popular pizza business saw storming growth in online orders last year as pre-tax profit rose 14.3% to £63.1 million.
This year, Domino’s is adding a button to its website which remembers customers’ credit card details and favourite pizzas.
