Domino’s Pizza is processing more delivery orders online than over the phone, while over a quarter of all orders are made via mobile phone apps for Android and iOS.
Results for the first half of 2013 revealed that online sales hit £156.7m, up 29.2 percent on £121.2m in 2012. In total, 63.3 percent of UK sales were made online, a rise from 52.4 percent in 2012.
Of these sales, 27.5 percent were made on mobile devices, up form 17.9 percent in 2012. The success of the online platforms was welcomed by chief executive Lance Batchelor, who said it proved the firm was meeting its customers' needs.
”Our franchise system leads the leisure sector and, with the majority of our business coming via a web and mobile platform, we are now truly an online retailer,” he said.
The rising mobile sales helped the firm to post increased sales of £326.5m, up by 13.8 percent on 2012. However, Domino’s admitted that it would take longer than expected to hit profit in Germany, causing shares to fall.
Nevertheless, the mobile sales underline the huge benefits open to retailers in this space, with numerous other firms such as Marks and Spencer and Argos reporting huge rises in sales through digital channels in recent months.
The rise of 4G networks is also likely to push this higher in the future as consumers can process more data and access more feature-rich websites and apps.
Earlier this year V3 reported on how Domino’s Pizza is using a novel approach to cloud computing to ensure it can always meet order demands during the peak order times, particularly Friday and Saturday evenings.
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