comScore, Inc., a leader in measuring the digital world, has released study results showing that among three of the nation's top pizza delivery franchises -- Domino's Pizza, Papa John's and Pizza Hut -- Domino's saw the greatest increase in share of dollars spent online during this year's Super Bowl Sunday compared to an average Sunday in October during football season. Domino's increased share from 20 percent to 31 percent, while Papa John's and Pizza Hut both saw their relative shares of online orders decline.

  Share of Online Ordering Dollars among Major Pizza Chains
  Total U.S. - Home/Work/University Locations
  Source: comScore, Inc.

                                             Share of Dollars
     Pizza Chain                Average Sunday      Super Bowl       Point
                                  in Oct-07       Sunday 2008      Change

  Domino's                            20%             31%            11
  Papa John's                         43%             35%            -8
  Pizza Hut                           38%             34%            -4

"In the highly competitive pizza delivery industry, achieving success on peak selling days -- like Super Bowl Sunday -- is crucial, and this year Domino's saw the greatest improvement," says Carolina Petrini, comScore senior vice president, Marketing Solutions. "Oftentimes, landmark events like Super Bowl Sunday have a way of bringing new customers into the fold and can have a profound impact on shaping a developing market channel like online ordering. It is important for marketers to capitalize on these opportunities to position themselves for future success."

Domino's Share Increase Fueled by Larger Number of Purchasers

The sharp increase in Domino's dollar share on Super Bowl Sunday came from an increase in number of purchasers and not a higher average transaction size.

  Percent Increase of Purchasers on Super Bowl Sunday
  Total U.S. - Home/Work/University Locations
  Source: comScore, Inc.

     Pizza Chain                    Compared to Average Sunday in Oct-07

  Domino's                                            147%
  Papa John's                                          22%
  Pizza Hut                                             2%

In fact, average dollars per transaction for Domino's actually declined 7 percent from its October average to $22.93.

  Average Dollars per Online Ordering Transaction among Major Pizza Chains
  Total U.S. - Home/Work/University Locations
  Source: comScore, Inc.

                                      Average Dollars Per Transaction
     Pizza Chain               Average Sunday    Super Bowl      Percent
                                 in Oct-07         Sunday         Change
  Domino's                         $24.57          $22.93           -7%
  Papa John's                      $22.57          $22.66            0%
  Pizza Hut                        $21.85          $28.28           29%

Pizza Hut achieved a notable 29-percent increase in average transaction size to $28.28 but experienced a marginal decline in dollar share. Papa John's saw virtually no change in its average transaction size but experienced a significant decline in dollar share. Even with the share decline, Papa John's remained the share leader by one percentage point.