Online sales now account for majority of deliveries for pizza giant

The Domino's Pizza HQ at West Ashland, Milton Keynes, has won a top award
The Domino's Pizza HQ at West Ashland, Milton Keynes, has won a top award
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Online sales have zoomed past the halfway point for a Milton Keynes-based multinational pizza firm.

More than 55 per cent of all UK delivered sales from Domino’s Pizza Group franchised outlets are now ordered online, up from 44.3 per cent in 2011.

Sales for the year to December 30 from mobile devices rose by 187 per cent and now account for 19.7 per cent of all online orders. In 2011 mobile sales were at 10.1 per cent of orders. Domino’s Pizza Group, based in West Ashland, has also had its first £2million e-commerce day in the UK and Republic of Ireland markets.

Total sales in all the franchised outlets increased by 12.7 per cent to £598.6m in the year to December 30. Online sales for the year were £268.6m, an increase of 46.3 per cent.

Group chief executive Lance Batchelor paid tribute to the businesspeople who run the local franchised shops.

He said: “I would like to pay tribute to the way in which our franchisees continue to drive their businesses forward, splitting territories to capitalise on potential sales and winning market share using a wide variety of sales and marketing initiatives to make sure that Domino’s remains the customers’ choice. Our franchisees are, and always will be, the heart of this business.”

He added that the company “will deliver” full year 2012 profits in line with market expectations.