Place Domino’s entered India in 1996 through a franchise agreement with Vam Bhartia Corp. The first outlet was opened in Delhi. With the overwhelming success of the first outlet, the company opened another outlet in Delhi. By 2000, Domino’s had a presence in all the major cities and towns in India. By March 2000, Domino’s opened 37 outlets all over India. Between April 2000 and February 2001, Domino’s set up 64 more outlets in India. Delhi had the maximum number of outlets – 17, followed by Mumbai with 13.
Domino’s had the largest retail network in the fast food segment in India- with 101 outlets across 40 cities.
Domino’s had a tie-up with a real estate consultant Richard Ellis to help with locations, conduct feasibility studies, and manage the construction. It was also looking at non-traditional outlets like large corporate offices, railway stations, cinema halls and university campuses. In early 2000, Domino’s had opened an outlet at Infosys, Bangalore, which was very successful. Product To capture the market, Domino’s had to localize flavors.
” Thus, Deluxe Chicken with Mustard Sauce’ and Sardines were confined to the East, Mutton Ghongura and Chicken Chettinad to the South and Chicken Pudina to Mumbai.
Butter chicken, Makhani Paneer and the Chatpata Chana Masala were confined to the North. Price Domino’s sold a 12″ Pizza for Rs 265. Indians are value-, not price-sensitive. We need to offer comeback value to our customer. The high price was attributed to the high quality of ingredients used. For instance, Domino’s sourced its Peperoni and Jalapeno needs from Australia and Spain respectively.
However, with competition increasing from Pizza Hut, Domino’s introduced price cuts,and discounts to attract the customers. In 1998, Domino’s introduced the Pizza Mania scheme where it offered a large pizza for Rs. 29/-. ? Promotion Domino’s had a tie-up with Discovery Channel under which the channel advertised its pizzas while Domino’s put the channel’s name on its mailers. Domino’s conducted Pizza making classes for school students. In 1998, it offered a clock to all its customers who had bought Rs. 15,000 worth of pizzas throughout the year. Database marketing is an important part of our strategy. They have a special cell analyzing their database to look for repeat and loyal customers. ” In August 2000, Domino’s launched the ‘Hungry Kya? sequence of advertisements on television.
Pizza could be a snack; then again, it could also be a complete meal. The only definitive common link between Domino’s Pizzas and eating was the hunger platform. The launch of ‘Hungry Kya? ‘ campaign coincided with Domino’s tie-up with Mahanagar Telephones Nigam Ltd. (MTNL) for the ‘Hunger Helpline’. The helpline enabled the customers to dial a toll-free number (1600-111-123) from any place in India. Process The number automatically hunted out the nearest Domino’s outlet from the place where the call was made and connected the customer for placing the order.
The number also helped Domino’s to add the customer’s name, address and phone number to its database. For the first 4 years in India, Domino’s concentrated on its ‘Delivery’ act. For its delivery promise to work, Domino’s followed a 11-minute schedule: one minute for taking down the order, one minute for Pizza-making, six minutes oven-time, and three minute. If you don’t eat pizza fresh, it turns cold and soggy. However, Domino’s seemed to have overcome this problem through its delivery pack called ‘Domino’s Heatwave for packing, People Domino’z has targeted the people who are preferring home delivery as well as the youth. t has opened its outlet at R-world to attract the movie watchers. As in india pizza is more preffered by the professionals and youth it set up its outlet in some bid corporate campuses and colleges. The people who spend their weekends at malls are also targeted , as one of its outlet is at 10 acre mall ahmedabad. Physical evidence. Domino’s pizza is more home delivery centric, albeit its having good interior too. the waitors and the delivery boys are there. Its staff consists of 5 to 8 members for different activities ranging from taking order to delivering it.