Domino's reaps mobile results

By By David Blight | 22 June 2011

Domino's Pizza Enterprises has brought in more than $1 million in mobile sales, just one week after the official launch of its mobile ordering site.

The company has claimed that within two to three years, digital sales will jump from 40% to 60% of the company's overall Australian sales. Mobile sales will be 50% of digital sales in this period, meaning that mobile will be 30% of the company's overall Australian sales.

The company already had an iPhone app, but now has capabilities across all mobile platforms. 

Domino's chief executive Don Meij told AdNews: "To bring in $1 million in a week has exceeded all expectations. 

"But this isn't something that has just happened. we have driven our digital strategy very hard. Our digital share is much higher than other markets like the US which have a higher rate of internet transactions than Australia."

Domino's recently appointed BMF as its advertising agency, replacing incumbent The Campaign Palace. Media buying for the company is handled by Mitchell & Partners.

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