The pizza chain hits $1 billion in web sales thanks to social and mobile.
A hungry consumer can still pick up the phone and order a pizza, but why bother? Domino’s Pizza accepts orders via the web and mobile devices, enables customers to track their orders with the Domino’s Tracker tool, and has put coupons and pizza giveaways on Facebook to boost the chain’s social profile. The web now accounts for 30% of Domino’s orders, and the pizza seller in April 2012 said it had for the first time taken in $1 billion in web sales in a 12-month period. “Innovations like Pizza Hero, an iPad app which allows anyone to learn the pizza-making process and see what it is like to work in a Domino’s store, allow our customers to interact with and engage the brand like never before,” says Dennis Maloney, vice president of multimedia marketing. A Spanish-language mobile app launched in November.
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