An increase in people ordering pizzas from the internet and successful launch of its Cheese Steak Melt from the internet has helped Domino's Pizza increase its half-year profits by a third.
The company said it was not just "computer geeks on the net" who were buying its products, with website sales up by 64 per cent.
Meanwhile, the firm identified a roll-out of up to 50 new outlets a year towards a final total of about 1 , 000 nationwide.
This could help many of its franchises build their own "mini pizza empires" chief executive Stephen Hemsley said.
He was speaking as the company reported a 22.6 per cent increase in profits before exceptionals in the 26 weeks July 3 to £5 million.
After exceptionals the figure rose by 34.7 per cent to £5.5 million, on the back of an increase in turnover from £36.2 million to £41.9 million.
Mr Hemsley said: "It has been down to focusing on the things we do. All we do is Domino's Pizza home delivery, period. We are really focused on that, and the standard and quality of our operations, and the standard and quality of our people, all come together.
"As we celebrate our 20th anniversary this week, we know that providing our customers with good service, quality pizzas, delivered to their homes and offices, is the key to our success."
Mr Hemsley said the company's bottom line had benefited from its sell of its corporately owned outlets to concentrate on becoming a wholly franchised operation.
The sale of 13 corporate stores for £ 4 million generated an exceptional profit of £800,000. He said: "We run the marketing and we manufacture and distribute the food to the stores, and they run the business on day to day basis.
" This means Domino's Pizza is still a local business, run by local people, employing local people meaning it has more chance of success.
"It can respond to the local market conditions. A Domino's Pizza in West Bromwich is going to know what their local demand is compared to some central operation in Milton Keynes."
A key part of the improved performance was a 64 per cent increase in e-commerce sales to £6.5 million from £4 million in 2004.
E-commerce now represents 10.6 per cent of Domino's delivered pizza sales in the UK, Mr Hemsley said.
"Broadband has widened the appeal of buying things online way beyond just the geeks. My wife goes shopping on the internet now. Three or four years ago, when it was much slower, that wouldn't have happened.
"But now people can order pizzas without having to talk to someone and can even see pictures of the product they wanted."
Meanwhile, Domino's is targeting an increase in the number of its stores. A record 23 stores were opened during the first six months of the year, taking its total to 380.
Mr Hemsley said: "We are talking about expanding ultimately to about 800 to 1,000."
Mr Hemsley said he wanted to involve the existing franchises where possible.
He added: "I wouldn't want to see 1,000 stores with 500 franchises, that would be unmanageable."