Grabbing a bigger pizza the action

Our obsession with pursuing healthy eating and better lifestyles is leading to an significant increases in sales of….

pizza. Yes pizza.

As consumers prepare to tighten their “financial belts” to weather the storm of an economic downturn, another kind of belt getting tighter too.

I’m referring to the tightening of a belt around the average waistline of a British adult. For, if news from Dominos Pizza yesterday, is any guide, the trend for increasing obesity in the UK is set firm.

Domino’s Pizza notched up record profits in 2007 thanks to a very wet British summer and significant growth in orders placed over the internet and via text messages.

The UK’s leading pizza delivery chain said sales were boosted by new pizzas such as the Meateor and the rugby-themed Scrummy as well as a “back-to-basics focus” on the classic Pepperoni Passion.

New ways of ordering also paid off, with e-commerce sales - orders online and by mobile phone texts - up by 60.5%. The scooter delivery specialist predicted the trend for ordering in food would continue this year.

Domino’s claim that one in six home-delivered meals is one of theirs.

“The popularity of home delivered food shows no signs of slowing down and lifestyle factors such as longer working weeks, more dual income households, more in-home entertainment and more one person households work in our favour,” it said.

After opening 50 new stores in 2007 and taking the total to more than 500, Moore said 2008 would bring more expansion for the the franchised group.

As a passionate pizza fan, I can understand the popularity of Domino’s product range. I’m not alone in thinking of pizza as the ultimate quick comfort food. But pizza is bad news for the waistline - whatever the toppings - so I’m keen to make sure I don’t contribute too much to another strong sales performance by Domino’s during 2008.