UK: Half of Domino's Pizza sales online

The UK's biggest pizza delivery company has witnessed what it calls a 'breathtaking" rise in e-commerce during the past twelve months. Almost half of the company's sales were made online.

by Helen Leggatt

dominos logo.jpg Twelve 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. In October last year another milestone was reached. Domino's raked in over $1.5 million in online orders... in just one day.

With the launch of three apps in 2011, one each for the iPhone, iPad and Android, Domino's Pizza in the UK has now taken an even bigger slice of the delivery market.

Recently released figures show that online sales for 2011 in the UK and Ireland increased 43% to $287.2million and accounted for 44.3% of delivered sales, up from 35.8% in 2010.

"A growing number of stores take over 75% of their orders online and it is a channel that Domino's continues to dominate in the quick service sector," said Chief Executive Lance Batchelor. "This provides added benefits for our franchisees through reduced labor costs and increased order accuracy."

Mobiles sales have also risen rapidly and accounted for 14% of all online sales during the last quarter of 2011.

Domino's opened 62 shops last year in the UK and Irish market, bringing the total to 726.

Tags: ecommerce, home delivery, mobile app, mobile marketing, online marketing, restaurant chain