Domino's Pizza’s special promotions and the expansion of its internet sales have boosted confidence it will deliver full-year results ahead of market expectations.
Internet sales attracted record numbers of new customers, with average online orders 25% higher than those taken by phone.
E-commerce sales for the group grew by 43.8% with sales of £20.1m, compared with £13.9m in 2005.
The pizza delivery chain saw December’s promotional Meltdown pizza inflate like- for-like sales 13%, compared with the previous year.
Like-for-like sales for the year ending 31 December were up 9.7%.
In the group’s Christmas trading statement, chief executive Stephen Hemsley, said: “Another year of strong like-for-like sales is attributable to our ongoing efforts to develop fresh and appealing menu options, maintain high standards in our stores and take great care of our customers.”
The group achieved 46 new openings taking the portfolio to 451 sites.
Helmsley said: “Although we did not achieve our goal of 50 new stores in 2006, we were encouraged by the accelerated openings of 25 in the second half of the year an adding 46 stores remains very good progress.”
The statement also announced the promotion of chief operating officer, Chris Moore to the board-level position of deputy chief executive with immediate effect.
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By Emily Manson
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