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.