The company revealed its profits this week, saying its Simpsons-branded pizzas and Team Saatchi's "Football Fanatic Pizza" ads featuring Owen contributed to its rise in sales. Owen bowed out of the World Cup tournament due to injury following England's third game against Sweden.
In the six months to July 2, Dominos pre-tax profits jumped 24.5% to 拢6.3m, with like-for-like sales rising 8.3% on 2005 results.
The company opened 21 stores in the UK and Ireland and is on track to reach its target of 50 openings this year. It hopes to more than double its current total of 428 stores to 1,000 stores in the UK and Ireland over the next few years.
Stephen Hemsley, Domino's chief executive, said while he believed football boosted sales by at least 2% during the four weeks of the tournament, he was disappointed this was the same increase in profits as for the 2002 Japan World Cup, when the early viewing times meant customers were less likely to be thinking about order pizza.
Sales during the Euro 2004 tournament rose 6% in the same time period. Hemsley said: "What affected us was the hot weather."
There was also the small matter of England going home early. "If they'd have carried on to the final it would have blown the doors off," he added.
Established in the US in 1960, Domino's opened its first store in the UK in 1985. It launched its interactive TV ordering service in 1999, which, with online orders, now accounts for nearly 拢14m of its sales. It has recently launched a mobile ordering service through SMS.
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