Lindley Venue Catering has signed an exclusive deal to establish the Domino’s Pizza brand in UK sports stadia via branded and own-label kiosks.
The move is the latest development in Lindley Venue Catering’s long-term strategy to bring quality retail brands to public concourses at sports venues, and opens up a new retail sector for Domino’s Pizza as the company continues the fast-track expansion of its franchise estate in the UK.
Leicester Tigers’ Welford Road ground is the first UK stadium to benefit from selling the range of bespoke pizzas.
In addition to the Domino’s branded kiosk and a booth located on the public concourse alongside Lindley Venue Catering’s own food kiosks, the pizzas are also being hawked US-style around the concourse and the stadium arena.
Having recorded a tenfold increase in pizza sales during the first four weeks of operation, Lindley 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, Lindley’s sales and marketing director, says the company’s 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 high street food retailers into sports stadia.
“We 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,” he said.