Domino's is now the No. 4 "e-tailer" or Internet retailer, according to Detroit Free Press. Its online ordering system, which allows users to see where their pizza is in the process of being delivered - in the oven or en route - and even the names of who is making them, now accounts for roughly one-fourth of sales.
From the story:
“That, along with the company's new-recipe pizza, has helped Domino's post a profit of $47.1 million through the first half of the year, up 23% from a year ago.
Online ordering lets customers get familiar with the menu, take their time ordering, access coupons and calculate calories based on different toppings. It also helps to ensure that no orders are jotted down incorrectly. Then, it allows customers to track their pizza's progress, right down to the name of their delivery person.”