Domino's Pizza delivers 51% increase in online sales


Domino's Pizza delivers 51% increase in online sales

Jenny Williams

Domino's Pizza has reported a a 51% increase in online sales in the first six months of its 2011 financial year, contributing to a 7.4% increase in overall profit.

In the company's results for the 26 weeks ending 26 June 2011, profit grew to £13m from £12m in the same period in 2010.

Online sales through the firm's franchises reached £85m compared to £56.9m in the same period in 2010, delivering a 51% increase in its e-commerce business.

Domino's CEO Chris Moore said online sales accounted for 42% of all UK delivered sales.

"Our customers have continued to embrace the internet revolution and e-commerce is still one of our major drivers as we take ownership in this space in our sector," said Moore.

Domino's launched a Google Android app and an Apple iPhone app in May 2011 and September 2010 respectively, which now account for 4% of all online orders. The company plans to launch an Apple iPad app in the near future.

"An iPad app is not far away and we anticipate that around two-thirds of delivered sales will be ordered through one of our online platforms by 2015," said Moore.

He added that an increase in online sales was supported by the firm's social media efforts.

"We have been using Facebook to launch our new campaign pizzas with special offers that link directly to the customer's online ordering basket, as well as the use of QR [Quick Response] codes on our advertising that automatically take the customer to the Domino's online ordering site," he said.

In February 2011, Domino's reported a 27% increase in pre-tax profit to £38m as the web operation performed strongly.

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