The old maxim that in tough times people turn to takeaways has proved fitting for Domino’s Pizza, after the company revealed what it called “breathtaking” growth in ecommerce sales on the back of email and social media activity.
Online sales rose 43% to £183.1m in its latest financial year and now account for 44.3% of deliveries, up from 35.8% of sales last time. Sales over a mobile device made up 14% of online transactions.
Reporting its results for the year to December 25 Domino’s said total system sales for the year rose by 9.3% to £530.7m, while pre-tax profits rose by 10.9% to £38.8m, from £35.2m in the previous year.
Chief executive Lance Batchelor said:“The rise of ecommerce in our business has been breathtaking and we are now regularly taking around 50% of our orders online, with daily sales far in excess of the million-pound mark.”
He added: “In addition to the basic function of online sales, we continue to improve the way we communicate with our new digital audience.
“From targeted email marketing to exciting competitions and initiatives via Facebook and Twitter, we continue to use these relatively low cost methods to promote new products, reward our top customers and create excitement in the brand.”
Domino’s has been gearing up for a rise in Internet sales for a while; last year it predicted that two-thirds of its deliveries will be ordered online within four years.
The company is currently looking for an agency to handle its direct and digital marketing account.
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