Domino’s Pizza, which operates 627 stores in the UK, credits a nationwide promotion on Foursquare that encourages users to check-in at its outlets as a key reason for its recent surge in sales. The chain reported a 29% jump in pre-tax profits in the half year period ended June 27.
Domino’s said sales in its e-commerce unit had grown by 61.4% in the period and that online sales now accounted for 32.7% of overall UK delivered sales.
In May this year, Domino’s launched a nationwide promotion on Foursquare that it said was key to its success along with other social media initiatives such as affiliate marketing and its superfans programmes. The chain said that its web-based activity had afforded it the dual benefit of “driving pizza sales” and “building customer loyalty”.
The report comes from Marketing Magazine.
