Domino's hits £1m sales in a week through mobile transactions

The company today (28 March) updated the market on its 13-week period to 25 March.

The pizza takeaway company reported sales up 9% year on year to £144.2m, helped by new store openings and online sales growth.

It highlighted its e-commerce sales, which it said made up 50.6% of UK sales in the period. Overall, online sales came in at £59.3m, nearly a quarter of which came through mobile transactions.

In the UK, sales were up 3.6% and by 1.7% in the Republic of Ireland.

In a first for the company, it said it had reported more than £1m in sales in a week through its mobile platforms. This includes its variety of mobile platforms including its iPad, iPhone and Android app, and its mobile-optimised website.

Domino's, which has more than 520,000 fans on Facebook in the UK, is a major advocate of digital marketing, which it says has boosted its online sales.

Earlier this month, Marketing revealed that Domino's had produced its first Facebook-specific TV ad, which will highlight its offer of free cookies to followers who spend more than £10 on pizzas.

Lance Batchelor, chief executive of Domino's, said: "We may have a softer comparative for the second quarter of the year, but we will not be taking our foot off the accelerator. We have a number of marketing initiatives and other programmes aimed at ensuring our franchisees can profitably grow their business in the coming months."

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This article was first published on marketingmagazine.co.uk