Domino's Pizza records 63 per cent jump in online sales

Monday, April 4, 2011 - 09:50 by Paul Tissington

Takeaway firm Domino's Pizza has announced that its portal for safe shopping online has seen a 63 per cent increase in sales during the first quarter of 2011 in the UK.

The firm made more than £41 million via its e-commerce outlet, which is significantly higher than the £25 million it took home during the same period in 2010.

In total almost 40 per cent of all pizzas delivered by the firm are sold online, which is up over 10 per cent compared to last year.

Domino's Pizza is taking advantage of social networking sites in order to get in touch with its users and to increase interest in its latest offers. With hundreds of thousands of Facebook members signed up to its group and 5000 followers on Twitter, it is definitely leading the way and showing rivals how best to make safe shopping online appeal to a wide audience of tech-savvy consumers.

In all, Domino's Pizza is seeing the growth of its sales slowing slightly after it experienced a bumper 2010, although clearly its e-commerce venture is winning it more new customers than ever before.

Chris Moore, CEO of Domino's Pizza in the UK and Ireland, said that performance levels were remaining strong in 2011, even when the rise in VAT is considered.

Irish sales have been hit slightly as a result of the economic difficulties and the bailout, according to Mr Moore.

The firm is promising to unveil many new marketing strategies and interesting new products to help fuel sales and generate further interest in its online business. Despite the inevitable impact of government cuts which are looking to make their mark on all retailers this year, those like Domino's Pizza which use e-commerce to stay ahead will be in the best position.