Online ordering gives Domino's $2m boost

Domino's Pizza Enterprises has served up a $17.8 million profit after tax for 2010, owing much of its success to a well-placed online strategy.

The Domino's Pizza iPhone application raked in $2 million in sales revenue in its first 12 weeks. (Pizza image by Sebastian Mary, CC BY-SA 2.0)

Domino's said in its annual report today that the launch of its online ordering application for the iPhone saw a $2 million profit surge within the first 12 weeks of release.

"Our online ordering, which includes orders placed through our highly-successful iPhone app, is advancing and we are seeing great growth," said Domino's chief executive Don Meij.

The result is a $2.4 million profit increase on the 2008/09 financial year results, and Domino's hopes to continue its momentum into 2010/11, anticipating a future net profit increase of 10 to 15 per cent.

Domino's also credited the successful expansion of its brand to an active presence on Facebook and Twitter, which, combined, have around 33,000 followers.