Digital marketing partly behind Domino’s Pizza Christmas success

Industry News By Rhys Little, 9th January 2014

Over the festive period, fast food firm Domino’s Pizza saw its sales skyrocket and it puts its success partly down to its digital marketing activity.

According to, during the final quarter of 2013, Domino’s saw sales increase by 10.9 per cent compared to the same time the previous year. It noted that favourable timing for the Christmas holidays, as well as a digital marketing push, helped boost sales figures.

The firm also saw an increase in the number of customers going mobile too, as sales made via a mobile device rose by an impressive 91 per cent compared to the same time last year. Around 30 per cent of all online sales were performed through a mobile device, highlighting the importance of optimising websites for devices other than PCs.

George Scott, retail consultant at Conlumino retail research agency and consulting firm, praised Domino’s recent brand identity update and stated that its new simplified logo and Americana theme have helped it become a market leader, reports

Overall, the firm’s online sales were boosted by 15.6 per cent to £170.4m. Its website’s functionality will prove to be an important asset to maintain, as now two-thirds of all delivered sales are made via the internet.