A piece of the Web pie

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Pizza chains are also angling for greater share via online ordering. Papa John's in January launched its service nationwide, while both Pizza Hut and Domino's have redesigned their Web sites to tout cyber orders. McDonald's Corp.'s Donato's Pizza has upped the ante with mobile ordering via mobile phone or personal digital assistants.

Internet orders currently make up about 1% of sales, according to Charles Bell, director-information services for RPM Pizza, Domino's largest franchisee. Corporately, Domino's is also testing several markets at dominos.com. Mr. Bell said online orders raise average guest checks by about $4, without special Web pricing. The company pitches online ordering on its pizza boxes.

Pizza Hut, too, is testing an online-ordering system in five cities with plans to have it in all corporate stores in the next few months and is running TV spots from Omnicom Group's BBDO Worldwide, New York, touting the service.

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