X Factor helps Domino’s slow declining sales

Advertising campaigns linked to television shows such as The X Factor, I’m A Celebrity, Get Me Out of Here and Dancing on Ice have helped Domino’s Pizza slow the decline in Irish sales last year.

Despite the tough economic conditions in Ireland, the pizza chain opened one new store here. Driven by product innovation and TV advertising, Domino’s reduced the decline in sales from -8.6% in 2010 to a decline in like-for-like sales of -4.1% in 2011.

An increase in sales of pizzas through internet and mobile phone apps contributed. Online business now accounts for 25% of orders. Mobile phone sales through apps have also risen, with 12% of online sales from an app being made in the fourth quarter.