Ecommerce boosts sales for Domino's Pizza

Domino's Pizza today published its Christmas trading update, showing that its online arm has made a massive contribution to the company's growing popularity and profits.

Total ecommerce sales for the pizza giant in the UK and Ireland were up 102 per cent for the six weeks ending 30 December 2007, while total web income for the whole year were £32.2 million - up 60.5 per cent on 2006's figure of £20.1 million.

Last year, Domino's Pizza passed an important milestone when it reported online sales of £1 million in a single week during the month of November.

"Last year, web sales reached £23 million in total and we responded to customer demand by significantly increasing our online presence - we're delighted to see that paying off with £1 million worth of sales in a week for the very first time," Robin Auld, the company's marketing director, said at the time.

Customer demand for online ordering contributed to an all-round good set of results for Domino's Pizza, with overall total like-for-like sales growth of 17.6 per cent for the six weeks ending 30 December 2007, while full year sales shot up by 14.7 per cent.

"Last year was a tremendous year for Domino's Pizza in the UK and Ireland. Our strong sales performance was fuelled by the strong marketing of new products, continual improvement in customer service times which we know directly impact on propensity to re-order and the superior quality of our product," said Chris Moore, chief executive of Domino's Pizza UK and Ireland.

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