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The Future of Pizza Lies in Mobile Phones



Mobile devices and other digital platforms are the future of pizza, with a growing number of Australians and New Zealanders using their mobile phones to make an order, Don Meij, the CEO of Australia's Domino's Pizza told CNBC.

Domino's Pizza on Wednesday unveiled a 15.7 percent increase in first-half net profit to A$14.5 million dollars, up almost 16 percent from a year earlier.

"It (mobile devices) is significant and just over half our sales come from digital and if we look out at the next two-and-a-half-years, we think it will make up about 80 percent of our sales," Meij told CNBC Asia's "Squawk Box" on Wednesday.

"And we think that mobile will become about three-quarters of that (sales) in the next two-and-a-half to three years," Meij said, adding that Domino's Pizza is the fifth largest Facebook brand in Australia.

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The Australian-listed Domino's Pizza is the country's largest pizza chain and the largest franchise for the Domino's brand globally.

The company says it is growing its online presence and digital platforms, with over half of all orders placed online in Australia and New Zealand done so through mobile devices.

"We are on seven platforms, so you can order pizza on seven different devices. Mobile is so important and you get things you can't get normally like pizza tracker," Meij said.

He added that the company would make a big announcement in the weeks ahead.

"We've got another significant launch in four weeks' time. I can't talk about it yet, but it is one of the most significant changes we've made in 20 years," Meij added.

(Read More: Commonwealth Bank of Australia Posts Record Cash Profit)

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