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Domino’s has announced that it took over £1m in sales through its mobile platform in a single week in Q1 2012.

In total e-commerce sales accounted for 50.6% of UK sales in the 13 week period up to March 25 2012, up 44.5% year-on-year to £59.3m.

Mobile payments made up 16.4% of total online sales, a slight increase on reports last month that the pizza company took 13% of digital sales through a tablet or smartphone.

Domino’s investment in its mobile platform certainly appears to be paying off – in September we reported that it had generated £10m of sales through its iPhone app in eight months and gave its new iPad app a glowing review.

The pizza chain has also focused its marketing efforts on social media and its Q1 report notes that it has over 520,000 Facebook fans in the UK, with another 13,700 in the Republic of Ireland (2011: 160,000 total), and over 22,000 Twitter followers (2011: 5,000).

Recently it has turned its efforts to monetising its online community by offering followers cheaper pizza in return for tweets.

Similarly last week it launched a Facebook campaign offering fans in Australia the chance to design a new pizza that would then be sold in outlets across the country.

The increase in online sales wasn’t the only good news for Dominos, with overall sales increasing by 9% to £144.2m driven by a combination of new store openings and like-for-like sales growth.

CEO Lance Batchelor said the company is planning a number of marketing initiatives and other programmes aimed at ensuring its franchisees can profitably grow their businesses in the coming months.

David Moth

Published 28 March, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1676 more posts from this author

Comments (5)

Panos Ladas

Panos Ladas, Digital Marketing Manager at Piece of Cake

I love this results, I mean I would love to be part of the team that achieved this results and then have to face the "problem" of have to achieve more than this.

We all know that when you launch something you are not ready to take the full potential of it and as the product move into it's lifecycle you optimize it and achieve greater results.

I suppose it's going to be really exciting time for them!

about 4 years ago

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Mike Rogers

I have to hand it to the Dominos digital team, they have created a really good user experience (fast interface & easy to understand) on their web based & mobile app based ordering system.

about 4 years ago

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Bill Loller, VP, Mobile at Tealeaf Technology

"When it comes to mobile devices, customer experience is critically important, driven by the smaller form factor. Dominos has really taken this to heart as this Econsultancy review shows (http://bit.ly/H2Ddul). But building a great app or mobile site is only the start, companies have to constantly be aware of how mobile customer behaviour is changing so they can continue to increase brand loyalty and grow mobile revenues. That's why we've spent the last year or so developing technology that allows companies to get the very best insights into mobile customer experience - http://bit.ly/H0blJk"

about 4 years ago

Avatar-blank-50x50

Bill Loller, VP, Mobile at Tealeaf Technology

When it comes to mobile devices, customer experience is critically important, driven by the smaller form factor. Dominos has really taken this to heart as this Econsultancy review shows (http://bit.ly/H2Ddul). But building a great app or mobile site is only the start, companies have to constantly be aware of how mobile customer behaviour is changing so they can continue to increase brand loyalty and grow mobile revenues. That's why we've spent the last year or so developing technology that allows companies to get the very best insights into mobile customer experience - http://bit.ly/H0blJk

about 4 years ago

Oliver Ewbank

Oliver Ewbank, Digital Marketing Manager at Koozai

A great result for Domino's. I think Apps for fast food are going to get bigger and bigger.

about 4 years ago

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