Domino’s UK launches 5,000 seasonal roles as demand softens amid cost pressures

Domino’s Pizza Group in the United Kingdom is launching a seasonal recruitment drive to hire about 5,000 staff across the UK and Ireland for the busy peak period. The program targets delivery drivers, in-store colleagues and pizza makers as the company seeks to boost capacity during a period of slower consumer demand.

Domino’s, which operates as the UK master franchise for the US giant, has faced a tougher year. The firm said its value has fallen by roughly a third since the start of the year as higher costs and weaker demand weigh on results. The recruitment push comes as the group looks to preserve service levels and maintain its position in a competitive market for hospitality and retail workers.

Among the people drawn to Domino’s is David Gregory, 67, a former Army Reserves medic who served in Kosovo and completed two tours in Iraq. Now a head driver for Domino’s Pizza Group in the UK, Gregory says the role gives him purpose and a sense of daily structure. His experience at the company reflects the broader appeal the firm cites for seasonal work during the peak holiday period.

Domino’s says the 5,000 seasonal roles reflect a broader obligation to recruit and train staff capable of ensuring timely deliveries, consistent product quality and strong customer service through the festive season. The company notes its stores have historically relied on flexible staffing to manage fluctuating demand and reduce wait times for customers during busy periods.

Analysts and industry observers point to a tighter labor market in retail and hospitality as a backdrop to the recruitment drive. The latest Office for National Statistics data show job losses and a fall in vacancies in the sector, underscoring ongoing labor-market pressure even as higher retail activity returns seasonally.

The group also highlighted its training initiatives, citing its Academy program, which it says has supported more than 500 employees since launching in 2022. Chief operating officer Nicola Frampton said the company is celebrating 40 years as the UK’s leading pizza delivery brand but remains focused on the future. She added: “We’re celebrating 40 years as the UK’s no.1 pizza delivery brand but, as always, have more of an eye on the future than the past. We’re proud to offer 5,000 seasonal roles across the UK and Ireland as we approach our busy peak season.”

Domino’s notes the seasonality program is designed not only to cover peak demand but also to provide pathways into longer-term roles for people seeking flexible work in hospitality. The company emphasizes opportunities across a range of roles, including routes into store operations and food preparation, and stresses the value of experience and training in career advancement.

For the broader market, the recruitment push comes at a time when many employers in retail and hospitality are re-evaluating staffing strategies amid ongoing cost pressures and changes in consumer behavior. While the peak season presents a temporary boost to demand, Domino’s is balancing growth with prudent hiring to maintain margins and service levels in a challenging environment.

The company’s leadership underscored its ongoing commitment to staff development and customer value. As the UK’s dining and delivery landscape continues to evolve, Domino’s aims to leverage its brand strength and training programs to attract workers who seek sociable, team-based roles that combine customer interaction with operational needs.