Online and SMS sales at the pizza chain reach £32m in 2007

Online sales at Domino's Pizza shot up by more than 60 per cent (£32.2m) last year and accounted for 16 per cent of all the chain's business.

Overall revenue rose by 23 per cent to £296m, compared with £240m in 2006. Pre-tax profit was also up, by 33 per cent, to £19m, compared with the £14m the previous year.

In November, Domino's sales hit £1m in a single week for the first time, following a new media strategy which included search marketing, a virtual store on Second Life and SMS services.

"E-commerce continues to be our fastest-growing channel to market as well as one which enhances store-level profitability through labour savings," said Domino's chief executive Chris Moore.

Sales via the online and SMS ordering platforms generate a higher than average ticket value, said Moore.

"Last year was defined by our push into digital multi-channel retail platforms and we now feature on 16 e-commerce platforms including the launch of SMS ordering in August 2007," he said.

"We are well positioned for another year of strong growth.”