December 8, 2011, 4:52 PM

The hot and gooey side of e-commerce: Domino’s Pizza scores with online shoppers

The pizza chain breaks its own record last week with 1 million online orders.

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The first shopping week after Thanksgiving, wasn’t only about online sales of TVs, clothes, computers, video games and other gifts that fit naturally under the Christmas tree. It was also about pizza.

Domino’s Pizza Inc. says its U.S. customers used computers and mobile devices to order approximately 1.08 million pizzas between Nov. 28—a.k.a. Cyber Monday—and Dec. 4, the following Sunday. That week was the pizza seller’s best online sales week ever.

Domino’s says that online ordering now accounts for 30% of its orders. The pizza chain began accepting online orders four years ago.

“It was extraordinary, and clearly a sign of the times,” says Patrick Doyle, president and CEO. “Consumers are not only craving quality food, but they’re getting it via the convenience of ordering from their computers and other mobile devices.”

This week, Domino’s strived for even more of an online presence—and also marked its 51st anniversary—with a Facebook promotion in 19 countries. Consumers on Facebook could receive 50% off pizzas.

Earlier this year, Domino’s became the first restaurant chain to join the ShopRunner free shipping program, a competitor of Amazon Prime from Amazon.com Inc. ShopRunner members, who pay $79 a year to receive free shipping from a collection of retailers, receive free delivery for Domino pies ordered online.

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