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BizReport : Ecommerce archives : October 12, 2011

Domino's Pizza UK: $1.5 million in online orders in one day

Just over a decade ago Domino's Pizza in the UK took $1.5 million a year in sales via online channels. Today that figure has skyrocketed with mobile accounting for a healthy slice.

by Helen Leggatt

dominos logo.jpgTwelve years ago the pizza chain took in $155,000 in a year from online sales. By the year 2000 that figure had jumped to $1.5 million a year. That sort of growth is impressive.

But, just last weekend, yet another milestone was reached. Domino's raked in over $1.5 million in online orders... in just one day.

"Over the past few months, we've made a number of changes to help bolster our systems and make the ordering process for our customers even easier," Colin Rees, Domino's IT Director, told Computer Weekly.

"This includes activities such as the roll-out of a new electronic point-of-sale system in stores, the introduction of new Android and iPad ordering apps, and a whole host of changes to our website," he added.

Last month Domino's released their Q3 2011 sales figures. They showed that nearly half (46.6%) of UK deliveries were ordered online, up from 39.7% in the same period last year. Overall third quarter sales totalled $70.3 million bringing this year's total to $203 million. Last year's total was $139 million.

Mobile continues to be an important channel for the pizza restaurant chain. Thirteen percent of the $1.5 million worth of orders taken on October 8th came from mobile devices.

"We are seeing very strong growth in mobile ordering, buoyed by the release of the iPad app," said the company. "Orders taken on one of the many mobile platforms now account for 13% of all e-commerce sales."

Tags: Domino's Pizza, food and beverage, m-commerce, mobile apps, mobile marketing, mobile trends, restaurant chain

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