Dominos UK: We made a million quid from our iPhone app

Matt Brian over at The Next Web has published news that Dominos UK, the pizza delivery company, has made a whopping £1 million in revenue from it’s iPhone app in the last three months. Coincidentally, Pizza Hut made the same amount (in dollars) from their iPhone app back in 2009, in the same time period.

I’m not surprised at Dominos’ success. Indeed, ordering pizza is one of those tasks that you just want *done*. I never enjoy the ordering process if I have to phone them. Despite them often automatically recognising my number, so I don’t have to give my address, I can’t stand the total inefficiency. Chances are, if you’re ordering Pizza, it’s the same one. Or the order is more or less the same as last time. I just want that done.

I don’t want to have a conversation.

I don’t want to give my life story.

I don’t want to have my call answered and then put on hold.

And I don’t really want to have to go to my computer to order it. But I’ll do that, rather than have to speak to some muffled, stressed guy asking me questions in a really loud annoying environment. And getting my order wrong.

Therefore, the click-click or tap-tap experience on mobile is hugely, hugely appealing.

Even better if you remember my card details so I don’t have to think at all.

I know a lot of businesses who could really benefit from this kind of get-it-done approach.

Good news for Dominos though. A million quid from their iPhone app sounds good. Of course, putting this in context, they made £128m in the UK last year. I wouldn’t be surprised to see the mobile medium start to deliver more and more revenue as people get comfortable with the (still rather magical) concept of ordering food via mobile.

By Ewan

Ewan is Founder and Editor of Mobile Industry Review. He writes about a wide variety of industry issues and is usually active on Twitter most days. You can read more about him or reach him with these details.

8 replies on “Dominos UK: We made a million quid from our iPhone app”

I posted some other thoughts about this in the wrong story comments, hopefully Ewan will move em for me, but just wanted to say, downloaded the bloody thing and says collection only, despite (wrongly) showing my nearest one only 0.0 miles away!

Do you know if that was incremental revenue or purely gross revenue? It would be interesting (for an analysis geek like myself) to know if they have tracked migration to the iPhone app from traditional phone calls & web users(should be pretty easy, given they have the address of the delivery); this would allow them (to some extent) to estimate how many new customers the app bought in, as well as see if it got existing customers to order more frequently or spend more when they do – i.e. what the real £££ benefit was to developing and rolling out the app. (I must download it later to see what it does, the offers it makes – customised? – and whether there’s any social network integration…)

I would imagine it was gross revenue. I think it will be highly unlikely Dominos will release anything else beyond the top level figure into the marketplace in order to avoid helping their competitors. And that’s a real shame!

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