Domino’s Pizza has attributed an almost 20 per cent rise in sales to the rapid growth of e-commerce and the introduction of real time technology (Computing, 4 January).
The pizza delivery company increased its annual sales to £240.1m, with e-commerce sales rising 43.8 per cent last year to make up 13 per cent of total sales.
E-commerce continues to be Domino's fastest-growing sales channel following improvements to its web site capacity, making up 13 per cent of sales.
It is now easier for customers to order online and they can also benefit from local deals previously unavailable on the web, says chief executive Stephen Hemsley.
‘Our success so far highlights that this market has the potential to grow our online sales still further,' he said.
The introduction of real time technology, used to measure the time it takes to deliver pizzas, is also improving service and results, says chairman Colin Halpern.
‘Out-the-door is the time we measure from the moment we receive the order to the time it takes to leave the store,’ he said. ‘We recognised that driving down the out-the-door time had a direct impact on sales.
‘Those stores with the lowest out-the-door times had the highest growth in 2006 and the fastest level of repeat ordering.’
Halpern says the technology has helped to improve the number of orders leaving the store in under 15 minutes by 34 per cent.
‘The real time display screens show national average times for the whole system, as well as for individual stores,’ he said. ‘The competitive spirit that using real-time has encouraged is so impressive that we are already approaching the out-the-door time goal we had set for 2010.
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