The latest Pizza Tracker Poll from Ann Arbor-based Domino's Pizza (NYSE: DPZ) shows that while concerns about the economy are real, Domino's customers identifying themselves as Republicans may have a more optimistic attitude, if their ordering choices are any indication.
For the third consecutive week, Republicans participating in the Domino's Pizza Tracker Poll, launched Oct. 7 on www.dominos.com, spend more money per order than Democrats do. To date, more than 222,200 consumers have taken part in the poll. According to the 77,738 customers who participated last week:
* Republicans spend an average of $1.15 more per order than Democrats.
* Among Republicans, 98.3 percent ordered online last week, vs. 97.9 percent of Democrats.
* Among Democrats, 93.5 percent used Domino's delivery service, vs. 91.2 percent of Republicans.
* Republicans continue to use their credit cards more than other voters -- 61.2 percent of Republicans paid with plastic vs. 56.9 percent of Democrats and 51.2 percent of people who would not identify themselves with a party affiliation or an indication of whether they plan to vote in November.
* Undecided voters ordered more sandwiches than those affiliated with one of the two major parties: 54.1 percent of undecided voters ordered a Domino's sandwich last week vs. 53.9 percent of Republicans and 50.1 percent of Democrats.
In the third week of the poll, the company has found that 87 percent of those responding intend to vote, up 1 percent over the previous week.
The Pizza Tracker poll appears on screen as soon as online customers click the "submit order" button on their computer screen. Consumers who place orders via telephone can also track their orders online and participate in the poll. Once customers place an order, they can go to www.dominos.com, click on the Pizza Tracker icon and enter their telephone number. Last week, 285 Democrats logged on after making telephone orders, vs. 76 Republicans.
Domino's Pizza this week also unveiled http://poll.dominos.com/, a site that tracks voter choices by state in two categories: who consumers are going to vote for, and which Domino's sandwich is being ordered most that day. The maps are updated every 60 seconds.
Domino's Pizza will report the findings of Pizza Tracker Poll every week until Nov. 4.
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