According to reports last month, chief executive Chris Moore claimed that because the pizza delivery company had fixed costs for wheat, chicken and boxes until the end of the year, there would be no need to increase prices on its menu.
However, they have risen by as much as £1 a pizza in many stores, following huge increases in the cost of raw materials that have taken their toll on manufacturers.
Domino's has always priced its pizzas at a premium compared with those of Pizza Hut's delivery service and independent rivals. Sales and marketing director Robin Auld had previously pledged that the company would not lower the specification of its ingredients.
Auld said on 13 May: ‘Our franchisees set their own menu prices according to the local market conditions in which they operate. As global food prices rose at the end of last year, we increased the cost of some raw ingredients that are purchased by our franchisees. It is only now that some franchisees are choosing to make marginal menu price adjustments in order to absorb last year's wholesale price increases.'
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