Mickey Alam Khan reported today in Mobile Marketer that pizza chain Papa John's International Inc. has hit a milestone - $1 million in revenues from mobile web sales with just six months of offering the capability.

While mobile web sales pales in comparison to their online sales (which according to the article topped $1 billion this year, up from $400 million in 2007), it does show that for consumers the value-proposition of ordering on the fly is resonating. Papa John's mobile investments include its mobile web presence, SMS ordering systems and iPhone app, built in partnership with Wise Outlook.

It helps that consumers can discover the mobile site both on their phones and online. Also the mobile site itself is clean, simple and focused on key mobile needs - placing orders, viewing the menus, account registration (existing online or new), restaurant locator (tied to Google Maps), receiving special offers (via text or email), among others.

Next up for Papa John's in mobile:

1. Extend its mobile marketing (via short code calls for action on pizza boxes - 4PAPA or 47272)


2. Mobile advertising spend.


3. Papa John's should also look to continue to invest and innovate in mobile (e.g., adding feature functionality to mobile web, iPhone app, etc.).