50% of Domino’s Pizza ordered online

Here’s a litle slice of ecommerce news that might tickle your tastebuds and perhaps even surprise you a little.

National pizza delivery company Domino’s Pizza Plc. has reported some interesting trends in its interim statement for sales in the UK, Ireland, Germany and Switzerland.

First up, they’re having a good year with total year-to-date sales up 10%. But the ecommerce element of the business is growing and accounts for 58.4% of delivered sales. Total sales online increased in the third quarter by 39.3 to 62.8m, and have totaled £184.9m in the year so far. Of that online total 18.5% come from mobile sales: a rise of 46.9%.

Now, of course, this trends speaks volumes about what I’d imagine the natural demographic of Domino’s customers to be (16 -30, students, young professionals, young families, Saturday night treat night types (is that a real demographic? – Ed.) and the like). In a wi-fi world, why use the phone when you can ponder the choices online, use your stored address details and card information and even reuse stored orders? And that could be on your laptop, tablet or mobile as you watch your favourite telly programmes.

It also speaks to the investment Domino’s are clearly making in their apps and website. They also, perhaps, demonstrates an example of where being a big company with money to spend trumps an individual, independent store.

For my money, Domino’s Pizza are interesting innovators and well worth watching. I’m just not sure I want to order one of their pizzas.