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Half of Domino’s record X Factor orders come from mobile and other digital devices

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Half of Domino’s Pizza’s record Christmas period online sales were made via a mobile or other digital device – including Apple Watches.

Online sales by the food company grew by 14.5% over the 13 weeks to December 31, compared to the same time last year, and represented 77% of system sales, while UK system sales grew by 10.1%. Mobile and ‘digital device’ accounted for half of this, says the company.

The X Factor Final gave Domino’s its biggest sales day of 2017. Sales on the day, December 2, were up by 25% compared to the average Saturday. This, said the fast food company in a fourth quarter trading update, demonstrated “the growing trend for combining ordering in with family entertainment”.

Across the group, which also includes operations in Germany, Switzerland, Sweden, Norway and Iceland, sales grew by 18.2% thanks to “strong growth in both established and newer markets”.

Over the year to December 31, UK and Republic of Ireland sales grew by 8.7%, with like-for-like UK sales of 4.8%, while group sales were up by 8.9%. International sales grew by 17.1%, with a standout performance in Switzerland where sales grew by 23% – or 21.9% on a like-for-like basis. This, said Domino’s, was thanks to online improvements and changes to menu pricing.

By the end of the year, the company had 1,192 stores, including 1,045 in the UK market. It opened 43 new outlets in the fourth quarter of the year of which 37 were in the UK. The UK market saw record openings during the year, with 95 new stores launched.

Chief executive David Wild said: “With a record year for new store openings and continued like-for-like sales increases, the UK business has demonstrated its resilience in a challenging economic and competitive environment. Our international operations are growing in scale and benefiting from our expertise in supply chain and digital. We expect full year underlying profit before tax to be slightly above the current range of market expectations.”

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