Domino’s sales soar as online orders take off

ONLINE orders are proving a massive success for Domino’s Pizza with the company expecting full-year profit to be at the upper end of forecasts.

More than a third of Domino’s Pizza deliveries are now ordered online while there was more than £1 million (€1.17m) in orders placed through Domino’s iPhone app since it was launched in September last year.

Domino’s said ecommerce sales in Britain and Ireland hit £128m last year, up 63% from the £78.5m netted through online orders in 2009. The shares gained 5.5 pence, or 1%, to 561.5 pence, the highest since the Milton Keynes, England-based company became publicly traded in November 1999. The shares have surged 81% over the past year, lifting its market value to £904m.

The company, which is the largest pizza-delivery firm in Ireland, said sales increased almost 18% in its fiscal fourth quarter.

Sales in the period ended December 26 rose to £132.5m from £112.4m a year earlier.

Chief executive Chris Moore said: “We have again finished the year with a like-for-like sales performance that is ahead of expectations.

“Together with the improvements in our operational gearing, the company will deliver full year 2010 profits ahead of current City expectations.”

The company operates 665 stores, an increase of 9.4% from a year earlier.

The pizza company refused to give a breakdown on its performance in Ireland alone yesterday but in the first half of last year sales at Domino’s Pizza outlets in Ireland were down by single digit figures in the first half of the year but they saw a slight lift during the World Cup.

The company said earlier this year that its Irish customers are ordering more pizzas online, with internet sales soaring 40% in the half.

A spokeswoman for Domino’s said that the company is still “very much investing in Ireland”.

They expect to open up to 68 outlets in the next five years.

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