Domino's Pizza have claimed their sales have increased thanks to the 'X Factor'.
Domino's sales boost due to X Factor
The takeaway chain reported an 18.2 per cent increase across the group to £321.8m in the 13 weeks leading up to Christmas Eve, the Metro reported.
Domino's is claiming that this is because of the ITV talent show and said that the finale - which was on December 2 - was their busiest day of the year.
Boss David Wild said: ''We traded harder, had more aggressive pricing and launched a new ad campaign, all of which helped.''
Analyst Neil Wilson said the fast food chain is benefiting from the shift of people preferring to eat inside rather than going out, so they can catch up on their favourite TV shows.