Domino’s credits increased marketing spend for sales lift

Domino’s has credited increased marketing spend for a double-digit sales increase in the first quarter of the year.

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The pizza delivery company posted a 12.3 per cent increase in sales from its stores in the UK, Ireland, Switzerland and Germany for the 13 weeks to 13 March.

In the UK, it shrugged off the snow that has hit the UK retail sector in recent weeks to post a 6.6 per cent increase in revenue in the period.

Product innovations such as Domino’s Hot Dog Stuffed Crust and short-term price promotions were cited for the uplift in UK sales. It is currently running an ad to push its ‘Midweek Rescue’ promotion, which offers customers 50 per cent off any pizza order over £15 when they order between 4pm and 6pm.

Chief executive Lance Batchelor adds increased marketing investment lifted performance.

He says: “New product launches, a relentless focus on service, industry leading digital and online technology, an ever growing marketing budget, and a healthy pipeline of new sites are just some of the ways we continue to drive this terrific business forward.”

Domino’s recently underlined its commitment to using marketing as a key performance driver by appointing its first UK head of marketing, Jane Walker from Carphone Warehouse to oversee national and local store marketing.

It also recently made the bullish move of dropping its name from its logo, claiming brand awareness levels were now high enough its moniker was redundant.

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