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Online pizza sales break records as mobile ordering takes off

December 8, 2011 |  8:56 am

Dominos

Pizza is going more and more digital as several major chains said they broke online and mobile ordering records after Cyber Monday.

Domino’s said Internet orders surpassed the 1 million mark from Nov. 28 through Dec. 4 for the first time in the company’s history. Online orders now make up 30% of the chain’s total.

Today, the company is celebrating its 51st anniversary by trying to pump up more Web-based sales, offering half-off pizzas ordered online through Facebook.

Pizza Hut, which recently began offering its sprawling Big Dinner Box deal, told Nation’s Restaurant News that the post-Cyber Monday period was also its best week ever for online sales. Papa John’s said it was a “big online sales week” as well.

The popularity of mobile ordering is steadily percolating through the restaurant industry.

Flip Video founder Jonathan Kaplan launched a new Bay Area grilled cheese restaurant called the Melt, which allows customers to order a meal online and then pick it up by scanning a QR code at the counter.

Since 2004, websites such as GrubHub and Snapfinger have teamed with major chains such as California Pizza Kitchen to facilitate online ordering from customers. Last month, daily deals website LivingSocial began offering online ordering options for restaurants.

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-- Tiffany Hsu

Photo: Robert Lachman / Los Angeles Times

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