Domino's Pizza recorded an all-time high last week as UK internet sales hit the seven figure mark for the first time.

The company took an impressive £1m worth of online orders between 19 and 25 November.

The figure did not include the Republic of Ireland or other e-commerce channels such SMS and interactive TV.

"We are proud of our position as an innovative multi-channel retailer offering more ways to order than any other pizza company," said Domino's marketing director Robin Auld.

"Web sales reached £23m last year, and we responded to customer demand by increasing our online presence. We are delighted to see that paying off with £1m worth of sales in a week for the first time."

The company said that reaching the milestone follows a major focus on its e-commerce channels and internet profile this year.

Domino's has used 15 different new media platforms in 2007, including search marketing, viral campaigns and a virtual store on Second Life.

The company launched the UK's first SMS pizza delivery service in July, registering over 2,000 users in the first month.