Dominos Pizza UK have reported an increase in pre-tax profit of nearly 29%, attributing social media initiatives for the gains. The fact that online orders now account for 32.7% of all orders is viewed as proof that their web and social media efforts are paying off.
While a lot of social media initiatives can be used to build loyalty and brand awareness, Domino’s is at the forefront of using Social Media to increase cold, hard sales. Its Foursquare promotion rewards mayors of its stores with free pizza while other patrons who check-in receive a free side dish. Similarly, Domino’s Facebook site now has almost of 40,000 fans and they are continuing to attract new Fans using Facebook Apps.
Domino’s Pizza are proving to be a case in point for the sales potential of social media.