Record web sales boost Domino’s

A boom in online orders and a successful advertising campaign helped sales at Domino’s soar.

The pizza company said it had seen record digital orders over the summer after YouTube and TV adverts encouraged customers to spend on pizza whatever the occasion.

Sales across the UK and Ireland in the 13 weeks to September 24 jumped 12.1pc to £261.6m from £233.3m the year before. Same- store UK sales increased 8.1pc.

Chief executive David Wild said an advert placed on the homepage of YouTube drew more than 1m views on the first day alone.

He said families who have grown up eating Domino’s Pizza were among the firm’s most loyal customers, while classics such as its Pepperoni Passion have continued to perform well.

Domino’s has also ramped up its advertising since launching ‘The official Food of Everything’ campaign to encourage more orders.

That fuelled a record 200,000 online orders, or the equivalent of 140 a minute, on September 30. Domino’s is on track to open a record 90 stores in the UK this year and has more in the pipeline.