Domino’s Pizza (NYSE:DPZ) ranked No. 1 in online ordering sales in the first quarter of 2009 with a 28 percent share, beating both Papa John’s and Pizza Hut, according to the NPD Group’s CREST research information. In the past 24 months, Domino’s has jumped from an 11 percent share to a 28 percent share.
To help explain why Domino’s online ordering has grown so fast in a short amount of time, Domino’s partnered with Steve Weiss, president of Straightforward Communications, a marketing and research consultancy specializing in consumer demography and trends. A former marketing columnist for QSR magazine, Weiss has spent the last 30 years as an independent marketing and management consultant to consumer-oriented industries such as foodservice, general retail, personal services, and entertainment. As a journalist, Weiss has been actively covering the web world for the past several years.
“As a marketing journalist and demographer, what strikes me most about the Domino’s online ordering experience is how seamlessly it combines compelling, visually rich, easy-to-use technology with a smart appeal to a variety of consumer values across the generational spectrum,” says Weiss. “Whether one is drawn by the fun of watching their pizza being built, or the efficiency of the ordering process, or the deals offered in the coupon section, or the rich data feedback of the baking and delivery process, there’s more than enough appeal to make for a satisfying ordering experience for a pizza lover of any age.
“Also, simply from the point of view of a ‘restaurant industry guy,’ what impresses me about the site is that it creates a very appealing impression of the full Domino’s product line,” continued Weiss. “The handsomely presented menu comes across great in terms of both quantity and quality and really made me enthusiastic about ordering online with Domino’s.”
“Our website, particularly online ordering, has become a tremendous growth engine for Domino’s Pizza and the face of our brand for many of our most valued consumers,” says Russell Weiner, Domino’s chief marketing officer. “I am proud of our Web team and the work they have accomplished in a short amount of time. We have more fun surprises planned to make the experience even better, so stay tuned.”