It will include a customisable pizza section, offering options such as a 'half and half' pizza, a last order recall facility and a food guide, giving nutritional information about its pizzas, starters, drinks and desserts, including calorific values, fat, fibre and protein content.
A games section will include an Asteroids-style game and a puzzle to encourage customers to stay on the site while waiting for their orders to arrive.
The site currently receives an average of 22,000 orders a month. Existing customers will be required to re-register.
"We are monitoring feedback on the soft-launched site and have already seen sales rise by 13 per cent, with the average order size rising substantially,
said Jamie Griffiths, account manager at Fernhart New Media, which designed the site.
Of Domino's digital transactions, 60 per cent are via iTV, which includes all the major digital TV platforms, and 40 per cent are online. The company's total e-commerce sales in 2001 were £3.6 million, an annual increase of 39 per cent.
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