Domino's theory on e-orders pays off

Orders placed over the Internet and through interactive television now represent 3% of weekly sales for Domino's Pizza in the UK and Ireland, the company said last week.

Domino's launched its television ordering service last autumn, and Internet ordering at Christmas. Total orders have now topped £1m. The average value for an e-commerce order is 35% higher than for telephone orders.

The company reported a 20.6% rise in group turnover to £14.5m during the 26 weeks to 25 June. This figure includes its income from franchisees and sales from company-owned stores. Profit before tax soared by 37.5% to £1.02m.

This figure was helped by an increase in the number of company-owned stores and a boost from the Euro 2000 football tournament.

Sales across the whole of the Domino's network, including franchised restaurants, increased by 15.1% to £34.9m. Like-for-like sales were ahead by 1.8%.

Domino's now has 206 take-aways in the UK and Ireland, 27 of which are company owned.