Mon 22nd Oct 2012 - Breaking News Domino’s to be offered at 50-plus UK stadia after successful Leicester trial: Lindley Venue Catering is to expand Domino’s Pizza to its client base of 50-plus football and rugby stadia after pizza sales increased ten-fold at the first site – Leicester Tiger’s Welford Road ground. The move opens up a new sector for Domino’s as the business seeks to find new distribution channels for the business. Domino’s chief executive Lance Bachelor told Morning Briefing: “Every day in Britain there are thousands of people in airports, railway stations, supermarkets and service stations who are not our customers and we want them to try our product because we are so proud of it. We believe once they have tried it they will come back to us in a more traditional shopping environment. We are now open in the Leicester Tigers Stadium and that means that every Saturday 20,000 people are exposed to Domino’s pizza. And once they have tried it we believe they will then purchase from their local franchisee. Tesco and Moto are a couple of trials we did in the last couple of years that did not pay out the kind of numbers we were looking for – that’s fine, we are not embarrassed about that. The Leicester Tigers Stadium trial started a few weeks ago and we are learning lots of really interesting stuff. We are trialing being able to order from your seats and the other is hawking – this has been successful in Australia so there is no reason why this won’t work too.” Jonathan Davies, Lindley Group’s sales & marketing director, said: “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. 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 range of individual seven-inch Domino’s pizzas with a choice of three toppings was created specifically for hand-held eating in a match-day environment.