Domino's online sales heat up

Takeaway chain Domino's Pizza has reported further expansion of its internet business in its year-end figures.

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The company said the proportion of delivered sales ordered through its website increased from 13 per cent in 2006 to 16 per cent in the 12 months ending 30 December 2007.

That growth outstrips average high-street internet sales, which are running at 15 per cent.

Total sales were £296m, with online sales accounting for £32.2m, a jump of more than 60 per cent.

According to Domino's IT director Jane Kimberlin, much of this growth occurred later in the year, with the proportion of online sales actually running at 21 per cent for the final six weeks of 2007.

She said: "The results mean we can now plan for the next three to 10 years. We've already made investment in load balancing. This year, we are interested in web services and revising our disaster policy."

Kimberlin could not reveal the level of investment Domino's had set aside for its ecommerce strategy, only saying it would be in line with what would be expected of a company looking at one-fifth of its sales coming through online channels.

The company expects the current level of growth in online sales to continue for the next three years, before it starts to slow.