Digital investment is special recipe behind Domino’s tasty UK sales growth

The company’s impressive results cover 29 June to 27 September 2015, and they’re up from sales of £165.7m over the period in 2014 – a growth of 12.9 per cent.

On a year-to-date basis, meanwhile, Domino’s 2015 sales have reached £597m – that’s an 11.8 per cent increase on last year’s results.

At the core of this performance was a continued digital investment, which saw mobile power the firm’s online sales. According to the results, digital revenue is 35 per cent up from Q3 2014 and 75 per cent of this year’s sales have been online, more than half of which were generated via the firm’s Android and iOS apps.

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Elsewhere, Domino’s pointed to its sponsorship of Hollyoaks as a brand marketing tool that drove sales. And in the same way Ryanair benefitted from Brits looking to jet off to sunnier climes, the pizza business also said the poor weather during summer encouraged sales.

“We are delighted by this performance as our UK business goes from strength to strength, reflecting the success of our strategic and marketing initiatives. It represents the eighth consecutive quarter of double digit like for like sales growth as we continue to focus on delivering great food with great service, using our best in class digital platforms,” said Domino’s CEO David Wild.

“We enter the final quarter of the year with good momentum, are confident of beating our previous expectations for the full year and remain excited about our longer term growth prospects.”

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12 new British stores were opened in Q3 too, which took the 2015 total to 33 as the firm hopes to open at least 50 stores this year.

Other European divisions also achieved growth, as the Republic of Ireland experienced more consumers embracing digital ordering. Sales in the region rose by 14.1 per cent on a quarterly basis to hit €13.8m and by 5.3 per cent year-on-year.

And for the Germany and Switzerland operations, Domino’s has been targeting service improvements to generate a better in-store performance. Noting “encouraging results”, the firm said there’s still a lot of work to do.

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