Domino's among winners during big game

Domino's Pizza reaped bigger gains online than two rivals during the biggest game of the football season, a digital statistics company reported Monday.

Comparing online orders made during Super Bowl XLII Feb. 3 to an average Sunday in October, comScore Inc. found that Domino's online pizza sales increased from 20 percent to 31 percent of the market. Rival Papa John's share of the market declined on Super Bowl Sunday from 43 to 35 percent of the market, while Pizza Hut's share declined 38 to 34 percent.

The increase came from more customers, not larger orders, PR Newswire reported.

Domino's experienced a 147 percent increase in customers Super Bowl Sunday, compared with a 22 percent increase for Papa John's and a 2 percent increase for Pizza Hut.

But Pizza Hut won in the category of increased order sizes, jumping from an average order of $21.85 for a typical Sunday in October to $28.28 for Super Bowl Sunday.

Domino's orders increased decreased in size from a $24.57 average order in October to a $22.93 average order on the day of the NFL championship game.

Copyright 2008 by United Press International