Domino's interim results, the big pizza rip-off
posted: July 25, 2006

Today Domino's Pizza UK +IRL plc, the London listed company that holds the master franchise for the UK and Ireland of the global leader in pizza delivery with 8000 stores in 55 countries, have announced some decent results for their shareholders.

What of course they would never tell their shareholders is that they are not doing very well in the value for money department when consumers are asked directly.

easyPizza, one of the 15 businesses founded by Stelios the serial entrepreneur challenged Domino's to a blind tasting session in order to counteract some scathing remarks made by the CEO of Domino's in the national press at the launch of easyPizza. Domino's were obviously too scared to face the facts so easyPizza went ahead on its own, under the supervision of a firm of chartered accountants who audited the process.

In May 2006 easyPizza organised a blind tasting at the University of Sussex where 240 students were given a slice of easyPizza's 'Meaty Mania' and a slice of Domino's 'Mighty Meaty'. The identities of the pizza suppliers were kept secret and the students were polled as to their preference. Although an easyPizza costs from £4.50* and the Domino's pizza in question costs £11.45, the majority of students polled actually preferred the easyPizza.

(* All easyPizza deliveries come with a delivery charge of between zero and £5 depending on how far in advance the order was placed and the time of day the delivery is required).

So although there is a preference among consumers for the taste of easyPizza over Domino's, the latter is charging about double the price. Good for profits, bad for consumers.

"More people prefer easyPizza to Domino's and we are half the price!" said Stelios the serial entrepreneur and founder of easyPizza. "Don't be ripped off by Domino's, try easyPizza."

easyPizza is now based in 10 locations around the south east of England, operating a delivery-only service for pizza, side orders and drinks. The lack of high street shops and a high percentage of online sales allows easyPizza to deliver quality pizzas at a great price. Please see www.easyPizza.com for more.