Domino's in partner deal with Virgin Wines

Takeaway pizza chain Domino's has partnered with Virgin Wines in a bid to broaden its appeal to customers with an upmarket dining offer.

Discounts are now available to customers on a range of Virgin Wines' boutique wines that were selected to accompany the recently launched Domino's Gourmet range of pizzas.

When customers buy a pizza from the Gourmet range online, they can select six bottles of wine from Virgin Wines for £25, while Virgin Wines customers can also get a £10 discount when they spend £25 on Domino's Gourmet range.

Domino's aims to position itself as "a luxury dining experience" with the partnership and aims to appeal to new customers that have not traditionally used pizza delivery.

Simon Wallis, sales and marketing director at Domino's Pizza, said: "Our new Gourmet range has been developed to appeal to a wider pizza eating audience.

"This promotion will enable us to reach out to more potential pizza eaters, while also offering added value for our existing Gourmet customers."

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By Janie Stamford

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