Pizza chain looks ahead to a mobile-driven future

Mobile will become Domino’s Pizza Group’s most popular UK sales channel within the next 12 months, the company’s chief executive has predicted.

Earlier this week, it was revealed that the firm’s dedicated smartphone app accounted for 38.8 per cent of all web orders in the first six months of the year, and David Wild expects the figure to continue growing alongside smartphone adoption rates.

Ecommerce as a whole made up more than two-thirds (69.7 per cent) of delivered orders during the same period, showing year-on-year growth of 30.6 per cent, to reach £204.7 million, reports.

Domino’s was an early adopter of mobile ordering technologies, and Mr Wild thinks the company’s focus on convenience is paying off. He was quoted by as saying: “We anticipate that mobile will become our most popular ordering channel in 2015. =

“Ecommerce continues to fuel much of our UK growth as we seek to find new ways to make it as easy as possible for customers to order our pizzas.”

The prominence of mobile in Domino’s strategy will likely provide it with additional marketing opportunities as well; something from which other firms will no doubt take inspiration.

Domino’s overall European sales (in the UK, Switzerland, Ireland and Germany) reached £375 million for the first half of 2014, marking growth of 14.9 per cent over the last year.