Domino’s Pizza’s online sales hit £1m for the first time in the UK last week.

Domino’s focus on its ecommerce channels have included promotions run during The Simpsons, the UK’s first SMS pizza delivery service and 15 different new media platforms, such as search marketing, viral campaigns and a virtual store on Second Life.

"We are proud of our position as an innovative multi-channel retailer, offering more ways to order than any other pizza company," said marketing director Robin Auld.

"Last year, web sales reached £23m and we responded to demand by significantly increasing our online presence - we’re delighted to see that paying off."