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Domino’s reveals outstanding online growth and new branding plans

Domino’s Pizza, the largest pizza delivery franchise in the UK, has announced outstanding growth figures for its online operations and a new branding and image revamp.

With over 720 stores, recent trading results for Domino’s UK demonstrate that the business is still growing and evolving. Like-for-like sales growth in its core UK market has been strong and Domino’s has recently opened a record number of stores across the Group. 

One of the keys to this growth in recent years has been the company’s emphasis on online sales. Total e-commerce sales for the period in the UK and the Republic of Ireland increased by 56.6% to £84.1m (2011: £53.7m for 13 weeks) and online sales for the year were £268.6m (2011: £183.6m for 52 weeks), an increase of 46.3% (2011: 43.0%). The evolution of the company can clearly be shown following its sales for the year from mobile devices, which rose by 187% and now account for 19.7% of all online orders (2011: 10.1%).

Trading should improve further as a result of the new branding the company is implementing. In October 2012, Domino’s Pizza International launched a new logo, which Domino’s UK is now beginning to install across its stores. The Domino’s diamond is being replaced by a single red and blue domino. 

The new logo isn’t the only update at Domino’s, with a new store design being rolled out across the estate following a trial at the end of last year in Wantage, Stowmarket and Billericay. 

Simon Wallis, sales and marketing director at Domino’s UK, said: “We believe there is an opportunity to differentiate our store environment further from our competitors. The new layout will bring all the magic that happens back of house, right into the customer’s focus. We want to celebrate the quality and freshness of our ingredients and create a more welcoming environment for our customers. The fact we only use 100% fresh dough and that every pizza is carefully and quickly made to order is something that we want to demonstrate even more than we ever have.”

Founded in 1960, through its primarily franchised system Domino’s Pizza operates a global network of more than 10,000 Domino’s Pizza stores in 75 international markets. The first UK store opened in Luton in 1985.

Domino’s Pizza Group plc holds the exclusive master franchise to own, operate and franchise Domino’s Pizza stores in the UK, Republic of Ireland, Germany, Switzerland, Liechtenstein and Luxembourg.

Domino’s Pizza

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