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Bad weather and e-commerce investment helps Domino's grow sales

08 April 2013 - 10:51 by Mike Price

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It seems that barely a month goes by without news of Domino's Pizza passing some new milestone in its efforts to conquer the world of online takeaway delivery.

While its e-commerce performance has been impressive under normal conditions, the incredibly cold weather experienced throughout March, was apparently a factor in boosting its sales significantly during the first three months of the year.

Internet Retailing reports that Domino's online sales were up by 38.4 per cent compared to the same period in 2012, with the majority of its pizza orders now being placed via safe shopping online.

Last year, 49.8 per cent of its customers used the internet to order pizza, but this rose to 61.9 per cent in 2013, which shows just how impressive the growth in this sector has been.

In addition, a quarter of all Domino's orders were made through its m-commerce app, which is ten percentage points higher than in 2012.

Thanks to the sales growth that Domino's has experienced, it has been able to open five new outlets in the UK, although it has a target to raise that number to 60, on top of its existing stores.

The fact that Domino's Pizza embraced safe shopping online and then flourished as a result of this, shows just how influential e-commerce can be in ensuring the long term success of a business which is essentially reliant on bricks and mortar premises.

While Domino's may be in a unique position to offer online ordering followed by delivery within the hour, this model could represent the wider future of the e-commerce market, with consumers coming to expect a degree of immediacy that is not currently offered.

Domino's CEO, Lance Batchelor, described his firm's online strategy as being industry-leading, after announcing its financial results, which is not an overstatement.