Dominoes Pizza success with Foursquare

Looks like the Foursquare gamble paid off… Domino’s Pizza has attributed its recent 29% surge in pre-tax profits totalling £17.5 million to its partnership with Foursquare, as well as a strong performance in e-commerce sales.

Picture the scene, May 2010 – Domino’s launches a nationwide Foursquare promotion encouraging users to check in at Domino’s stores.

Today, Domino’s financial results speak for themselves, although Domino’s did explain they had “led the way with social media initiatives such as affiliate marketing, our superfans programmes and the development of a link up with Foursquare, the location-based social media site”.

The increase in web based activity Domino’s engaged in served more than its purpose, giving double benefits, driving sales and building customer loyalty – bonus!

Chief executive of Domino’s, Chris Moore, explained “It is easy to try and attribute our success to one thing – be it the weather, or Britain’s Got Talent, or the World Cup – but the underlying trend shows a more compelling picture.”

In the 26 week period up to the end of 27 June 2010, Domino’s reported a like-for-like sales increase of 13.7% in 553 of the UK’s 627 outlets! As if 627 was a mere drop in the ocean, Domino’s explained it was on track for another 55 outlet openings in 2010 (and that’s just in the UK!).

The new stores are hardly suprising when you take into account the 61.4% increase in the e-commerce unit – Yep, online sales now account for 32.7% of UK delivered sales.

Here’s to another 25 years of Domino’s goodness!