Domino's Freebie Celebrates $1B In Online Sales


To mark having reached $1 billion in online sales and to celebrate Valentine's Day, Domino's Pizza is offering a free order of Chocolate Lava Crunchcakes to customers who order online, for delivery, on Feb. 14 and enter the promotional coupon code "HUG" at checkout.

Domino's has offered online/mobile ordering since 2007, but its online sales accelerated last year after it launched a Pizza Tracker app that lets customers monitor the progress of their online orders/delivery.

Online orders now account for approximately 20% of overall Domino's orders, and the chain has become the U.S. leader in online pizza orders -- ahead of Papa John's and Pizza Hut, according to Domino's.

Domino's reported that it logged more than 160,000 online orders (1,000+ per minute) during last Sunday's Super Bowl game -- although the chain did not air a Super Bowl commercial. Super Bowl day is the chain's biggest of the year.



Domino's momentum also has been fed by its recent reformulation/ upgrading of its pizza crust, sauce and cheese, and a major marketing campaign supporting that initiative.

Domino's, which has 8,886 franchised and company-owned stores in the U.S. and 60 international markets, reported global total-brand retail sales of more than $5.5 billion in 2008, including nearly $3.1 billion domestically. Net income for the fiscal year was $54 million, up from $37.9 million in fiscal 2007. Domestic same-store sales were down 4.9%, and international up 6.2%. Total global retail sales grew 1.4%.

For 2009's first three quarters, Domino's reported $56.1 million in net income, up 31% versus the same period in 2008.

For Q3 2009, as-reported diluted earnings per share were $0.31, versus $0.17 in the third quarter of 2008. Domestic same-store sales were flat, but international same-store sales grew 2.7%, marking the 63rd consecutive quarter of same-store sales growth for the international division.

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