Increased Marketing Investment Sees Domino's Riding Wave of Sales Success

Pizza delivery company Domino's has given credit to their increased marketing spend for boosting sales significantly in the first quarter of 2013.

They have seen a double-digit jump in sales of 12.3% from their stores in the UK, Ireland, Switzerland and Germany for the 13 weeks to 13 March. In the UK alone, they have experienced a 6.6% upturn in sales.

Marketing activities which have helped Domino's to enjoy such pleasing profit growth include product innovations such as their Hot Dog Stuffed Crust, while short-term price promotions were particularly good for UK sales.

In addition, Domino's is currently running an ad to promote its 'Midweek Rescue' deal, which gives customers 50% off any pizza over £15 when they order between the peak family hours of 4pm to 6pm.

Domino's Chief Executive Lance Batchelor explained how their efforts have led to success: "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."

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