Domino's Pizza receives boost by gourmet pizza range

Domino's Pizza today (28 September) unveiled its financial results for the 13 weeks to 25 September 2011.

In the UK, like-for-like sales were up 4.1% in the period.

During the period, the pizza maker launched its Domino's Stuffed Crust and Gourmet range to lure in middle-class customers and pinch market share from the likes of Pizza Hut.

Domino's gourmet range was supported its sponsorship of ITV's 'Red or Black?'.

The company, which has suffered from a slowdown in customers numbers in the recession, said sales of its gourmet range had been "well received", particularly in the Republic of Ireland.

The company also flagged up the performance of its digital operations, claiming e-commerce now accounted for 46.6% of UK sales in the 13 week period.

Overall, online sales rose by 36.4% to £45m, buoyed by the performance of its iPad app.

Over the period, Domino's opened 15 new stories in the UK, Republic of Ireland and Germany, bringing the total to 37 openings so far this year.

Outgoing chief executive Chris Moore, said: "We are pleased to have had a good quarter's trading and, although the economy as a whole is still very tough, we have got exciting plans in place for the rest of the year.

"We are on track and confident that we will finish the year in line with market expectations."

Moore is stepping down at the end of the year. He will be replaced by Lance Batchelor, the former head of Tesco mobile.

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This article was first published on marketingmagazine.co.uk