Online sales are continuing to surge ahead at Domino’s Pizza , with the company taking more than £1.5m of online orders in a single day for the first time during the first half of the year.
The interim statement issued by Domino’s, covering the six months to 24 June, shows that ecommerce orders accounted for 52.4% of delivered orders in the UK in the period – up on a first-quarter figure issued back in late March of 50.6%. Total online sales at Domino’s in the period were £121.2m, up 43.4% on the same period in 2011.
Lance Batchelor, Chief Executive of Domino’s, said: “Ecommerce continues to be the star of the show and we flexed our technological muscle during the period with the launch of Domigoals, an app that keeps football fans up to date with the latest results and offers the chance to win pizzas or receive voucher codes.”
The app had over 54,000 downloads and an engagement rate of 88% in just over three weeks, said Batchelor, adding: “We will continue to own this marketing space and during the period we have also improved our one-to-one marketing communications.”
Company-wide, Domino’s said pre-tax profit rose to £21.5m in the six months to June 24, up from £19m the year before. The company opened 23 new shops and closed one during the period giving it a total of 748.
Like-for-like sales in the UK – those at stores open for a year or more – rose 5.7%, up from 3.4% in the year before, while like for like sales in the Republic of Ireland were up by 2.9%.
“Trading since the half year end has continued in line with our expectations. While the consumer backdrop remains tough we are confident about the future and our expectations for the year as a whole remain unchanged,” said Batchelor.