SYDNEY: Australia's largest pizza chain Domino’s is set to increase it online ad spend in line with news that 19% of its sales came from online purchases in the second half of 2008.
Domino's chief executive Don Meij said online marketing is a "growing portion" of its ad spend.
He added that overall marketing spend would increase in proportion to its sales increases, which the company predicts will be at 10% to 15% in the second half of the financial year.
Last Monday, Domino’s followed rival Pizza Hut's recent pasta push by revamping its menu to include pasta, fresher produce and a wider range of Coca-Cola products [AdNews.com.au, 16 February].
The current Domino's website will have further upgrades in the next few months, through emitch.
"Online ordering continues to impress us," Meij said. "That’s why we’ve launched new websites in Australia and New Zealand. We will also see an increase in online sales across all countries going forward following the launch of France’s estore."
Domino’s core earnings in the first half of the financial year were up by 14.8% on the corresponding period last year, while net profit after tax was up 2.8% to $6.3 million.
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