Domino Pizza feeds on 60% surge in online sales

Online sales at Domino's Pizza surged by almost 61% to £32.2m in 2007, accounting for 16% of all UK deliveries in the year.

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Online sales at Domino's Pizza surged by almost 61% to £32.2m in 2007, accounting for 16% of all UK deliveries in the year.

The pizza franchise served up record profits last year, thanks to its multi-channel e-commerce platform.

Online sales have been up 91% compared to a year ago. E-commerce in the first six weeks of 2008 accounted for one in five of all UK deliveries.

Domino's recently-appointed chief executive Chris Moore said the performance was achieved, despite a backdrop of tough comparatives, thanks to "innovative, targeted marketing and tangible improvements to customer service".

"E-commerce continues to be our fastest-growing channel to market as well as one which enhances store-level profitability through labour savings," said Moore, who added that 2007 was defined by the company’s push into digital multi-channel retail platforms. "We now feature on 16 e-commerce platforms including the launch of SMS ordering in August 2007."