Lindley Venue Catering, the specialist sports catering division of the Lindley Group, has signed a deal that will see it sell Domino's pizza at various sports stadia and arenas.
The caterer has already began trialling the selling of Domino's pizzas at Leicester Tigers' Welford Road ground, where bespoke individual seven inch pizzas are on offer with a choice of three toppings for hand-held eating in a match-day environment.
Pizzas can be bought by fans from both a Domino's branded kiosk and from mobile vendors around the concourse and the stadium arena.
In the first four weeks of the trial, Lindley saw a ten-fold increase in pizza sales and this success has prompted the two companies to expand the offering to Lindley's client base of 50-plus football and rugby stadia and other large venues.
"We decided to team up with Domino's because it's the leading brand in the take home pizza market and we wanted a dynamic and ambitious partner who we could work with to tailor the offering to suit a sports stadia and large venue environment," said Jonathan Davies, the Lindley Group's sales and marketing director.
"We also 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."
The Lindley Group, a major source of catering recruitment in the UK hospitality industry, has previous experience of partnering with retail brands to bring their products to venues and in 2007 oversaw the establishment of the first Starbucks store to be located in a European football stadium.
"Partnering with Lindley provides a perfect opportunity to extend Domino's footprint into UK sports stadia as Lindley is a well-established caterer in this field," said Kerri Saunders, operations director at Domino's Pizza.
"We have benefited from their expertise and insights and together created a seven inch pizza which is more practical and easier to eat for match-goers."
Berkeley Scott is a specialist recruitment agency providing hospitality employment solutions