Orders from the pizza chain’s 670 UK stores helped drive a 15.6% year-on-year increase in total sales to £170.4m for the three months to 29 December, an improvement on the 10 per cent increase in the previous quarter.
Online sales jumped 65% in the period, accounting for 65.5 per cent of UK delivery sales during that time. The sales boost was overshadowed by the brand’s mobile sales, which leapt 91 per cent over the same period and accounted for 30.9 per cent of total sales in the year to 29 December. Total online sales for the quarter rose 15.7 per cent to £94m and for the year were up 21.5 per cent to £325.9m.
The results reflect a strong year for the pizza chain that saw it step up efforts to become a media owner capable of driving orders through its own paid channels. It launched an online football sitcom in March, which it claims has generated around one million views and a 15 per cent jump in frequency of purchase among viewers in the months since.