Caprinos Pizza sales rise 15% during World Cup opening week

Demand driven by late-night and post-midnight orders

Caprinos Pizza has reported a strong uplift in trading during the first week of the World Cup, with like-for-like sales rising 15% year-on-year, boosted largely by late-night ordering trends across its UK estate.

The fast-growing franchised pizza brand, which operates more than 120 stores nationwide, said over half of its locations now trade after midnight.

The extended hours have positioned the company to benefit from heightened demand during major live sporting events.

Sales momentum accelerated sharply during key match moments, particularly around England’s opening fixture against Croatia, when like-for-like orders jumped 38% year-on-year.

The most popular menu item during the match was the brand’s Pepperoni Deluxe pizza.

Caprinos also recorded thousands of orders placed after midnight during the opening week, reflecting a shift in consumer behaviour as fans stayed up late to follow tournament fixtures in real time.

Co-founders Gul Nawaz and Khalil Rehman said the World Cup has reshaped ordering patterns, with increased demand for late-night dining and “bundling” behaviour across the menu. “We are expecting these trends to continue as the tournament progresses, with particular peaks around England matches, which present new opportunities for us to introduce the Caprinos brands to consumers and build long-term brand advocacy.”