January proves to be a big month for online-to-offline pizza sales

Feb. 19, 2014

According to new data from Denver-based Plink, an online-to-offline rewards provider, January proved to be a big month for pizza, driven in large part by the Super Bowl. As part of Plink's base — those who register a credit/debit card as part of the online-to-offline rewards program — 20,060 members purchased $564,181 in pizza from Domino's, Pizza Hut and Papa John's during the month.

According to a news release, most of those sales came on Super Bowl Sunday — 3,597 Plink members bought $90,050 in pizza on that day, mostly from Papa John's.

Plink found that Papa John's market share, or the total number of transactions, increased by nearly 17 percent, while Domino's fell more than 5.5 percent and Pizza Hut fell by more than 10 percent.

However, and while its market share declined, Pizza Hut had the most amount spent per order. The average order size at Pizza Hut was up more than 13 percent for Super Bowl Sunday. The average order size increased from $20.91 in January to $24.15 on Super Bowl Sunday.

Both Domino's (11.10 percent) and Papa John's (8.77 percent), also saw significant spending increases.

Topics: Domino's Pizza , Marketing / Branding / Promotion , Online / Mobile / Social , Papa John's , Pizza Hut , Trends / Statistics

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