Domino’s Pizza is planning to open 400 more stores in the UK following a strong year of digital sales.

With 81% of its deliveries so far this year being ordered online and 64% of these being placed through its app or mobile website, the company has seen an overall sales growth of 11.5%.

So, what’s behind the boost?

Here’s a few reasons why Domino's is still taking a fairly hefty slice of the takeaway market, even in the face of competition with Deliveroo and UberEats.

Embracing innovation

You might have seen Domino’s partaking in a number of unusual stunts this year. 

Despite occurring in other countries, many have resulted in UK media coverage due to their innovative and experimental use of new technology.

The latest stunt involved a New Zealand couple getting their Domino’s pizza specially delivered by a drone - a result of the brand’s partnership with drone company, Flirtey.

Described by Domino's Group CEO and Managing Director, Don Meij, as a way to "avoid traffic congestion and safely reduce delivery time and distance" – it offered an exciting glimpse into the possibilities this type of tech could present in future. 

In a similar event in Australia, Domino’s trialled an autonomous robot designed to deliver pizzas at street-level without the need for human navigation. 

While it seemed even more gimmicky than the aforementioned drone example, it still demonstrated Domino’s intent to push the boundaries of fast-food delivery.

Utilising social

As well as large-scale technology, Domino’s has been ramping up efforts to make ordering as easy as possible through everyday social platforms.

It created its very own social media chatbot, Dom the pizza bot, allowing users to order via Facebook Messenger with a single word or emoji.

This is not the only example of Domino’s capitalising on its large social following. 

It’s also been making use of Facebook Live, recently offering users the chance to win a year’s supply of pizza in a special art-themed online auction.

Part of its campaign for the new Italiano range, it also allowed the brand to align online and offline marketing by transforming its stores into 'Pizz-Art Galleries'. 

Both of these examples show how Domino’s is keen to capture interest and excitement in the online spaces that its audience use the most.

While it might not have generated many actual sales through Dom, the awareness it (or should I say he?) created was certainly valuable.

Improving mobile 

Mobile is big business for the takeaway food market. Comscore reported that 11m Brits visited one of the top three food delivery sites via a mobile device or PC during March of this year. 

What’s more, out of Domino’s 3m monthly users, around 70% are said to be mobile-only.

Luckily for these customers, the brand made its website fully responsive in 2015 – a move that helped to increase mobile conversions by an impressive 62%

 

As well as this, it has introduced even more features to its popular mobile app, such as a one-touch ordering button for extra ease.

Domino's also allows users to order via their Apple Watch or Amazon Echo device, taking an overarching ‘convenience-first’ approach rather than just a mobile one.

In conclusion...

Despite the popularity of Deliveroo and Just Eat, Domino’s Pizza has retained its appeal to fast-food lovers.

Combining an increasingly innovative approach to delivery with a confident social media strategy it remains in a strong position, with the online sales to prove it.

Nikki Gilliland

Published 29 November, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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