Domino's Pizza is thanking its U.S. digital customers for passing the $1 billion mark in digital sales between April 2011 to April 2012 — that's one billion dollars in digital sales in one year, folks — with 50% off all pizzas ordered online at menu price. The deal is available through Dominos.com and mobile.dominos.com, and iPhone and Android apps through Sunday, June 17 (conveniently, also Father's Day).
"We love our online customers, and have learned so much from them during the past five years about how we can continue to deliver the best online ordering experience in the industry," said Russell Weiner, Domino's CMO, in a press release. "Reaching $1 billion in online sales during a one year time period is a major milestone, and we hope offering this amazing deal for an entire week lets our fans and customers know how much we appreciate them."
Ordering through Domino's digital platforms has grown since 2008 to comprise 30% of sales in the U.S. — and it's also innovating in digital beyond the U.S., too.
“Domino's now offers its mobile ordering app to more than 80 percent of smartphones in the U.S. Both apps are in the top 15 in lifestyle rankings – with the Android app ranking at No. 5 on Google Play, and the iPhone app ranking at No. 15 on the iTunes Store.” The Android app generated more than 140,000 downloads in its first two weeks after being released in February, boosted by an offer of a free Android smartphone for downloading and signing up for a two-year service plan (plus data).
Domino's is a recognized leader in pizza delivery and with a network of 9,810 franchised and company-owned stores in the U.S. alone, and retail sales of $830 million domestically during Q1 2012, is well-positioned to offer a thank-you to its loyal fans. The brand has more than 500,000 likes on Facebook and 22,000 followers on Twitter.
"As technology continues to evolve, we will remain committed to offering the most convenient and efficient ways to order from Domino's," added Weiner. Case in point, its iPhone app has a pizza slot machine feature for those who can’t decide what to order - shake the phone and the app chooses for you. In November the company launched its Pizza Hero app/game for the iPad, which lets you "play now" or "make an order."
In 1999 Domino’s became the first pizza delivery company in the world to offer internet ordering across the UK and is now the leader in pizza delivery in the UK and holder of the master franchise in the UK, Republic of Ireland and Germany.
“In its Quarter One Interim Management Statement for 13 weeks to 25th March 2012 it attributes 16.4 per cent of its £59.3 million (about $95 million) sales taken through one of its many mobile platforms. In fact, over £1 million in sales were taken through its mobile platforms in a single week.”
Below, a closer look at Domino's mobile app for Apple's iOS mobile devices: