Rascasse Audience Intelligence

Domino's Pizza Target Market in United Kingdom

Domino's Pizza has an estimated audience of 3.9M people in United Kingdom.

#6among Fast food restaurants in United Kingdom
#219among brands in United Kingdom
#146in Food & Beverages

The average Domino's Pizza fan in United Kingdom is 40.3 years old, balanced, and lives primarily in South East.

By number of fans, Domino's Pizza ranks #6 among the 89 objects in Fast food restaurants in United Kingdom — 430.1× the group median.

Its fans are 1.5 years younger than the group average of 41.8.

Women make up 52.9% of the fan base, 4.8 percentage points fewer than the group average.

Compared with the other 88 objects in Fast food restaurants, Domino's Pizza fans stand out for their interest in Franchising, Poundland and Costa Coffee.

Most fans live in South East, North West, Greater London.

Top affinities include Franchising, Pizza Hut, Greggs, with strongest over-indexing on Franchising (3.5× the country average).

Demographically, the Domino's Pizza audience skews balanced with an average age of 40.3, and over-indexes on personality traits such as Convenience Orientation, Price Sensitivity.

The typical Domino's Pizza fan in United Kingdom is balanced, around 40.3 years old, with strong Convenience Orientation tendencies and a notable affinity for Franchising.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
3.9M
in United Kingdom
Gender
52.9%♀
47.1% male
Age
40.3
average years
Country rank
#1942
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+133%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Domino's Pizza

52.9% are female, 47.1% are male, average age 40.3.

Fig. 02

Gender split

52.9%
Female
47.1%
Male
Demographic split for Domino's Pizza audience in United Kingdom
MetricValue
Female52.9%
Male47.1%
Average age40.3
Estimated audience size3.9M
Fig. 03

Age distribution

Ø 40.3
average years
Age distribution of the Domino's Pizza audience in United Kingdom
Age bracketShare%
16-2416%
25-3424%
35-4420%
45-5418%
55+22%
Fig. 04

Worldwide distribution

3.1%

of the worldwide Domino's Pizza audience comes from United Kingdom.

Worldwide audience distribution share by country for Domino's Pizza
CountryShare
United States44.8%
Canada5.1%
Spain4.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Domino's Pizza customers by region in United Kingdom
#RegionReachAffinity×
01South West~400K1.25×
02South East~700K1.22×
03East Midlands~300K1.21×
04East of England~400K1.19×
05North West~500K1.12×
06Northern Ireland~100K1.02×
07Wales~200K1.01×
08Greater London~500K0.96×
09Scotland~300K0.94×
10West Midlands~300K0.73×
11North East~100K0.68×
12Yorkshire and the Humber~200K0.63×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Domino's Pizza audience vs. the country average
#·InterestCategoryAffinity×
01FranchisingBusiness & Career3.50×
02Pizza HutFood & Beverages3.31×
03GreggsFood & Beverages2.84×
04KFCFood & Beverages2.40×
05SubwayFood & Beverages2.25×
06PoundlandShopping2.20×
07Katie PriceFashion & Accessoires2.15×
08Costa CoffeeFood & Beverages2.14×
09Just EatFood & Beverages2.13×
10New LookFashion & Accessoires1.99×
11Home BargainsShopping1.95×
12McDonald'sFood & Beverages1.87×
13SuperdrugShopping1.77×
14BBC iPlayerMovies & TV1.71×
15MatalanShopping1.67×
16Argos (retailer)Shopping1.64×
17MorrisonsFood & Beverages1.59×
18AsdaShopping1.56×
19Very (online retailer)Shopping1.56×
20Daily MirrorNews1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Domino's Pizza audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Domino's Pizza audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.33×
Price SensitivityPREMIUM1.21×
Community OrientationOPEN1.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Domino's Pizza audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.67×
Luxury OrientationPREMIUM0.74×
Design AffinityPREMIUM0.75×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United Kingdom

See Domino's Pizza audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Domino's Pizza over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/gb/dominos-pizza-1114” · Methodology