UK: DataCash Processes Payments for Domino
Last Updated: 7 August 2002

DataCash has been chosen to be part of the exciting new multi-platform ordering service for Domino's Pizza Group in the UK. The service, initially soft-launched on 8th April 2002 to Domino's 85,000+ registered web customers, is achieving enormous success - more than 10,000 pizzas have been sold, sales have increased by more than 26% and the average order value has increased by 12%.

The service, shortly to be available on the web and on all major interactive TV platforms, offers Domino's customers more pizza choice and better service. Without having to register, customers can order from a wide selection of the Domino's menu, which now includes half and half pizzas which were previously unavailable on interactive platforms. The addition of a last order recall facility for customers ordering on the web, enables registered dedicated pizza fans to re-order exactly what they had the last time. It has never been easier to indulge a passion for pizzas!

Jamie Forsyth, Domino's Pizza Account Manager at Fernhart New Media - the builder of the service - says, "As a payment service provider, DataCash satisfied Domino's and Fernhart on a number of levels. We were impressed with the security, flexibility regarding increased customer needs, cost per transaction and card validation processes. Additionally, the technology used was complimentary to the technology implemented throughout the rest of the service."

New Domino's system upgrades include:

  • Brand new functionality, which builds on previous functionality to reduce the barriers to ordering that traditional order mechanisms have - such as engaged phones during peak ordering times, customers without menus to browse through etc. - empowering the customer to make an order at their own speed and with all the required menu information, resulting in higher order values.
  • Brand consistency across multiple platforms. Ordering a pizza from Domino's will always be recognisable and feel familiar to customers - on the web, on interactive TV and on every other platform.

Multi-channel retail service that takes advantage of .net strategies - resulting in channels/platforms running from the same business logic. Deployment to new channels becomes substantially faster and more cost-effective and there is full integration between the e-commerce service and the central IT function at the Domino's head office and retail stores.

Since its launch in 1999, the Domino's ordering service has become one of the UK's most successful e- and t-commerce applications. The new, major upgrade to the ordering service has been developed to meet the requirements of a growing number of Domino's Pizza customers on the web and on interactive TV; and provides Domino's Pizza Group and its franchisees with the platform needed for future interactive growth.

Chris Moore, Sales and Marketing Director at Domino's Pizza Group, says: "Domino's was the first to offer nationwide ordering from its website and was quickly able to expand the service to interactive TV. We're now ensuring that we maintain our position as leader in the sale of delivered pizza through interactive channels."

On working with Domino's Pizza...

"We are very pleased to be Dominos' chosen Payment Service Provider. The DataCash system will enable transactions to be handled through both interactive TV and the website. We hope that Domino's customers will benefit from having several payment options to suit their lifestyle", says Gavin Breeze, founder of DataCash.


Gavin Breeze, Director, DataCash Ltd. A Subsidiary of Auxinet plc.



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