Web takes a growing slice of sales at Domino's Pizza

The web accounts for a big slice of Domino's pizza sales

Online purchases at Domino's Pizza now account for nearly a quarter of all home delivery sales.

The fast-food chain saw a 74 per cent increase in web revenue during its 2008 financial year, up to £55.9m – 23.3 per cent of delivered sales, compared to 16 per cent in 2007. The value of online pizza orders are on average 20 per cent higher than those made on the telephone.

The internet continues to drive the business, said Domino's chief executive Chris Moore.

"Our e-commerce platform, which this year celebrates its tenth anniversary, continues to exceed expectations," he said.

"Mainly as a result of increased spend in highly targeted online marketing in 2008, sales grew by an extraordinary 74 per cent while average ticket value was 20 per cent higher than regular phone orders."

Internet technologies are also playing a big part in communicating with the company's stores. A dedicated franchisee intranet provides real-time data on virtually every aspect of the operation, said Moore.

"Our strategy and business model relies on strong relationships with our franchisees and we invest heavily in ensuring that we have open lines of communication," he said.

Overall annual sales at the pizza group grew 18 per cent to £351m.