Pizza purveyor Domino’s is dominating delivery sales around the world. Today, Domino’s is the most popular pizza delivery chain operating in the U.K., the Republic of Ireland, Germany, and Switzerland — and sales just keep growing.
In these regions in 2014, Domino’s sold 76 million pizzas and generated £766.6 million (1.02 billion USD) in revenue — a 14.6% increase from the previous year.
In the U.K. and Ireland, online sales are increasing 30% year over year and currently account for almost 70% of all sales. Notably, 44% of those online sales are now made via mobile devices.
Multi-Device Purchasing Means Fresh Opportunities
Domino’s is a consistent digital innovator. Much of the company’s success stems from early investments in ecommerce and mobile commerce platforms that help people easily purchase pizzas from different devices.
Domino’s sold its first pizza online in 1999. It then launched an iPhone app in 2010, quickly followed by apps for Android and iPad in 2011, and a Windows app in 2012. By late 2014, Domino’s customers could even order pizzas from Xboxes.
The Domino’s marketing team had assembled a variety of tools to measure marketing performance, keeping pace with the company’s rapid innovations. Unfortunately, measuring siloed analytics and channel-focused tools restricted the team’s ability to fully understand all of the different paths to purchase.
Find out how they worked around this challenge with Google Marketing Platform. Download the case study!