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Takeaway pizza company Domino’s Pizza has increased online sales to £56.9m in the first half of 2010, boosted by an increase in online marketing activity.
Domino’s Pizza has increased online sales to account for 32.7% of sales, compared to 26.2% in 2009 (nma.co.uk 7 January). The company announced profits of £17.5m for the 26 weeks up to 27 June 2010, up from £13.6m in 2009.
Chris Moore, chief executive officer of Domino’s Pizza, said the increase came from innovative marketing over the past year, including its tie up with location based mobile service Foursquare.
“Our main Facebook site has in excess of 36,000 fans and there are numerous fans of individual store sites too. In addition, we have led the way with social media initiatives such as affiliate marketing, our superfans programme and the development of a link up with Foursquare, the location-based social media site,” said Moore.
Domino’s launched a campaign on Foursquare in May this year, offering users free pizzas and discounts when they check into its stores (nma.co.uk 25 May).