Online now accounts for more than 60% of Dominos’ UK deliveries, which shows how effective the pizza chain’s web and mobile strategy has been over the past few years.
It also puts rival chain Pizza Hut to shame, and it and other competitors may well struggle to match Dominos in this area.
Dominos’ success here offers some valuable lessons in the use of mobile in particular.
- According to Internet Retailing, 63.3% of the pizzas delivered in the UK by Dominos in the first half of 2013 were ordered online.
- UK sales rose to £147.6m in the 13 weeks before June 30, up 11.7% year on year.
The statement doesn’t specifically mention mobile, but an interim statement for the 13 weeks to March 31 tells us that, of the 62% of online orders, 25% were placed via mobile.
While Pizza Hut in the US was ahead of the curve in its adoption of mobile, it has been way behind in the UK.
Back in 2011, I wrote a comparison of the two brands on mobile, and Dominos won easily, mainly due to the fact that it had a mobile site (and apps) and Pizza Hut didn’t.
It then took a further year or so before Pizza Hut even launched a mobile site. It’s a good site, but the landing page lets it down badly.
Here’s what I mean. Compare the pages you see for Pizza Hut and Dominos via mobile search. Which one you you rather use?
So, while Pizza Hut has finally delivered a decent mobile site, this landing page undermines these efforts.
It does seem that, while Dominos has seen the opportunities presented by mobile – and perhaps this is easier when you have a pure delivery model- Pizza Hut has been more reactive.
This piece from Marketing Week last December seems to suggest that:
The pizza chain says that because visits to its restaurants are “relatively low” in the UK, it must turn its attention to using digital channels to boost sales and target existing customers with promotions.
So, while rivals like Dominos and Pizza Express were using mobile (and online more generally), Pizza Hut seems to have taken a while to see the light.
Pizza Hut will have to work hard to match Dominos’ success in this area, and it should start by sorting out that mobile landing page…