Domino's expect online orders to go up to 80% in three years
The transition from phone to online ordering.
Around 60% of the pizza chain's sales comes from online orders and Don Meij, Domino’s Group Chief Executive Officer and Managing Director, predicts the number to grow to 80% in the next three years.
As an initiative to further push digital innovation, the pizza chain will turn off its phones next week and will operate 100% from online sales for one day at its Taringa store.
“Online and mobile sales continue to increase, and even more so at our Taringa store, with online sales recorded at high as 87% due to the strong population of University students living on and around the St Lucia campus," he noted
The day celebrates the Taringa store as it embraces and online ordering and and a way to pose a challenge to the company.
"Ordering a pizza online is a natural progression from ordering by phone and a lot of our customers have truly embraced the opportunity to order online. This is what turning off the phones is all about – celebrating a milestone in the business, and living and breathing in the space that will deliver our future growth.”
As Domino's see the opportunities presented by online and mobile, and as sales continued to soar via this platform, he emphasised that they would continue to invest and innovate in this space.
“It’s our goal to be as mobile as we can and make the process as easy and seamless as possible so that anyone can interact with our brand through portable online devices – this will be the ultimate test and a great celebration of how far we’ve come.”
Meij also said that digital and mobility were key drivers of the brands marketing strategy and overall business.
“Market dynamics have driven the requirement for us as a company to continually innovate with mobile and online e-commerce platforms so we can give customers as much control of their experience as possible."
As part of the online only promotion, Domino’s Taringa will offer customers 50% off all pick up and delivered pizzas for one day only on Wednesday 21 May 2014.
