DOM18 Jan 2013 19:56
The growth story that has been the foundation of the group's success is built on three planks: sales growth from existing stores; new store openings; and operational gearing (whereby higher sales lead to much higher profits because most costs are fixed). Yet there are reasons to expect slower progress on all three fronts in the coming year and possibly beyond. In fact, the figures in the 'slowing growth rates' table indicate that such a scenario has taken hold.
Like-for-like sales growth at Domino's has been powered by savvy marketing and online sales. Last year, 56 per cent of total sales were made over the internet and product innovations, such as a gluten-free pizza range, should help performance in 2013. However, there is only so much Domino's and its franchisees can expect to get from each store. In 2012, even with the help of an extra week's trading, wet weather and major sports events, which tend to keep people at home ordering pizzas, like-for-like sales only increased 5 per cent in the UK. (True, some eating-out companies would be thrilled with that, but we're talking about Domino's here.) And there was a small fall in like-for-likes in the Republic of Ireland.