Domino’s Pizza Group has continued its strategy of exploring new locations and formats for its brand rollout, with the launch of its first site in a UK sports stadium, M&C Report has learnt.

The group, which this morning reported a 3.7% rise in like-for-like sales for the 13 weeks to 23 September, opened a unit on the top floor of the Caterpillar Stand at Welford Road, the home of rugby union team Leicester Tigers, earlier this month.

Last Saturday, it supplemented this with the launch of a second pop-up site on the ground floor and had Domino Pizza “sellers” circulate inside the stadium.

Domino’s Pizza has been trialling a number of new concepts over the last 12 months to move the brand into new markets and locations, including a roadside site with Moto, a supermarket unit at the Tesco in Dudley and a foodcourt format at the Lakeside shopping centre in Essex.

All three trials have since ended with all the units closing, however the group said it would continue to investigate new formats and locations.