Domino's experienced a significant surge in demand during one of England's late-stage World Cup matches, delivering an additional 45,000 orders. The pizza chain also saw a boost in sales during recent heatwaves, as consumers opted for takeaways over barbecues. The substantial increase in pizza orders was recorded on July 1, coinciding with an England match against DR Congo, and was measured against the same day in the previous year. Nicola Frampton, Domino's chief executive, highlighted the day as one of the company's busiest, confirming they had "staffed up" in anticipation of the heightened demand. Domino's said a strategic priority for the businesses was to focus on "more customers, more orders, and more efficiency".