Domino's Online Pizza Ordering System Boosts Profits By 23%

The No. 4 e-tailer in the U.S.? Pizza-pie purveyor Domino's, reports Zlati Meyer. Indeed, 25% of all its orders nationwide now come online.

Besides being able to peruse the menu in their own sweet time as well as access coupons and calories information, consumers also like the ability to track their pizza's progress, right down to the name of their delivery person. "Our customers love it, especially the kids. They get to watch the pizza being built," says Gail Kirby, who owns two franchises.

Overall, 4% of baby boomers and 17% of people ages 24-34 order food online, Richard George, a professor of food marketing at St. Joseph University in Philadelphia, tells Meyer.

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