Domino’s eyes slice of online market

INTERNATIONAL pizza franchise chain Domino’s is hoping to introduce an online ordering system option for its customers in Ireland, before the end of this year.

An additional expansion of its store network here is also planned. The online ordering system currently represents more than 12% of delivered pizza sales in Britain.

It is hoped similar success can be achieved in Ireland.

“It’s been easier to do in Britain because postcodes are more precise, but we think we can put a system that can work in place in the Republic sometime during the fourth quarter of this year,” Christopher Moore, Domino’s UK & Ireland chief operating officer.

“Ireland is a very attractive market for us and, on average, our units there do 50% more sales than the British-based stores. We’d ideally like to open around five new units per year and more if possible.

We have no problem finding franchisees and existing ones are eager to expand but it’s down to finding the right sites,” he said.

The company already operates 27 outlets in the Republic and a further 11 in Northern Ireland. Domino’s UK & Ireland yesterday issued first-half results which showed a 24.5% rise in pre-tax profit to £6.3 million (€9.2 million).

Online sales grew year-on-year by 46.9% to £9.6m (€14.04m). Mr Moore said that while there was a “World Cup factor” at play, this summer’s event didn’t benefit sales as well as in previous years.

US research has found benefits of online pizza selling. Logging orders in advance has attracted group orders and individual customers tend to linger longer over the menu and pay up to 15% more as a result.