Pizza the action

Orders from the UK’s biggest pizza chain Domino’s have soared since the introduction of its iPhone app.

Sales rose nearly 12% in the 52 weeks to Boxing Day 2010 with the company delivering an average of a million pizzas a week. The figures highlight the growing importance of mobile technology to businesses.

Growth was only 4.7% in the first seven weeks of 2011 but the Domino’s finance director Lee Ginsberg is taking it with a pinch of salt.

‘Seven weeks doesn't make a year at Domino's,’ he said.

‘We're up against extraordinarily tough comparatives, ten years of double digit like-for-likes, so we're quite pleased with that (2010) number.’

With 665 stores in Britain and Ireland, Domino’s is the nation's biggest pizza delivery firm, followed by Pizza Hut and Papa John's.

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