Papa John's surpasses $1 billion in online pizza sales

Pizza Hut said it's online orders have grown sixfold in the last three years. Company spokesman Chris Fuller said the online segment is a significant part of the overall business, but he wouldn't give specifics.

Pizza Hut, the nation's biggest pizza chain, also allows customers to order via text messaging and mobile Web. The unit of Yum Brands Inc. soon will unveil a new method for ordering pizzas, dubbed "Pizza Hut Shortcut," that it says will be the fastest in the industry. Customers will be able to download a "widget" onto their computers that will let them place their favorite pizza orders with just one click.

Since launching its Web-based ordering in 2001, Papa John's said it has invested more than $15 million in online ordering technology. Customers can place online orders up to 21 days in advance. Another function lets consumers repeat their most recent orders with just one click.

Papa John's said more than 20 percent of its sales come from online or through text messaging, an option it introduced last year. The company said text sales are meeting expectations, but it didn't provide specifics.

Freitas said online business is driving higher overall sales at his more than 50 Washington-area stores. Online orders account for about half of overall sales at a couple of his restaurants, he said.

"I knew it would be a big part of our business, but this has blown my expectations away, and I think it's even going to go higher," Freitas said.

The concept is tailored for customers like Emily Goatcher of Raleigh, N.C.

"I'm so into the Internet and the ease of doing things that way," she said in a phone interview.

The online option lets her scan the menu and look up specials. She also thinks there's less of a chance of getting the wrong order. But the mother of two young children said the main attraction is convenience.

"Being able to log in and do it versus trying to talk over a baby crying or a 2 1/2-year-old that's running around the house is probably one of the main reasons I like to order that way," Goatcher said.