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Domino’s Pizza online sales continue fast growth, with app taking 48% of all business

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Domino’s Pizza today reported ecommerce sales more than 30% up in its 30th anniversary year. This, it said, reflected the continuing success of its UK digital investment programme.

The company said its app, which became its single largest UK sales channel in the first half of the year, accounted for 48.6% of online sales in the full year. UK online sales overall represented 77.7% of all delivered sales in the territory, and were 28.6% up on the same time last year, while average order values were 1.7% up on last time. App-based orders were 41.1% ahead, with order value rising by 2%. Some 11.5m customers have now downloaded the Domino’s app.

Domino’s now plans a further rise in ecommerce software development investment as part of its commitment to provide “a best-in-class digital platform” to the business, customers and franchisees. That follows on from the 2015 launch of its mobile responsive website, and the introduction of a one-touch order button in the fourth quarter of the year. During the year it also opened a record 61 new UK stores, taking the total network in this country to 869.

Chief executive David Wild said 2015 had been a “terrific year” for the group, which also trades in Ireland, Switzerland and, through a newly-formed joint venture, Germany. “The UK performance was outstanding, reflecting continued investment in our ecommerce platform,” he said. “This underpins both our like-for-like results and the success of our new store programme. Digital continues to be at the heart of our business, driving more customers and higher frequency of orders.”

The takeaway pizza company reported system sales of £877.2m in the year to December 27 2015, 15.8% up on the same time last year. In the UK market alone, sales were 11.7% up on last time.

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