By Aimee Chanthadavong

Product launches, technology and investing into its store portfolio have helped boost Domino’s Pizza Enterprises’ (DMP) half year net profit after tax by $10.2 million, up 16.9 per cent on the corresponding period last year.

Domino’s CEO and managing director Don Meij told RetailBiz that Domino’s strong focus on quality, choice, value and product innovation, contributed to its half year success.

“There are two or three factors that have contributed. The innovation of products, offering a greater range at a better value is one area. Technology has also helped enhance our online business and we’re now one of the most innovative businesses in the digital retail world, which we plan on slipping into in our European business, as well as keeping our store growth and our store image up to date,.” he said.

Meij highlighted that product launches in Australia and New Zealand such as its Square Puff pizza and Prawn Pizza Range contributed to the strong sales and customer count growth. It will also be launching our ‘Better Meatlovers’ later this February.

In its European operations, where there are stores in France, Belgium and The Netherlands, its network sales were up 14.4 per cent on the same corresponding period last year, while core operating profits were up 52.3 per cent before non-recurring items

“We added ten new stores to our European market during the first six months of the 2011 financial year. Domino’s France is now the leading pizza company in terms of store count, sales and brand awareness. In The Netherlands, online ordering continues to grow with 38% of orders now placed through the website,” Meij said in a statement.

Continuing on that point, Meij also said that the pizza chain’s online presence in Australia is growing at a rapid rate..

“It’s been unbelievable as our online market share is phenomenal, making up about a third of our business,” he said.

The company said it is on track to open 60 more stores this financial year.