• February 27, 2008

Domino's won the Super Bowl pizza wars when it came to snagging online sales, according to data from a new comScore study.

The Ann Arbor, Mich.-based pizza delivery franchise snagged a 31% share of all online pizza orders on the day of the big game, up 11 percentage points from an average Sunday. In contrast, rival chains Papa John's and Pizza Hut saw their relative shares of online sales decline by eight and four percentage points, respectively. Pizza Hut's lift in market share was fueled by a 147% surge in purchaser volume, as opposed to an increase in dollars spent per order.

"In the highly competitive pizza delivery industry, achieving success on peak selling days - like Super Bowl Sunday - is crucial, and this year Domino's saw the greatest improvement," says Carolina Petrini, comScore senior vice president, Marketing Solutions.

--Tameka Kee