Domino’s Pizza, the American fast-food chain managed to dominate the pizza market in India. The firm went from a small brand that set foot in the region in the 1990s to become the top brand in preference in the massive consumer market. In this article, we cover how Domino’s Pizza controls the pizza game in India.
With more than 1300 stores in over 282 cities in India, Domino’s Pizza controls a whopping 70% of the pizza market share business, a dominating trend that rival competitors like Pizza Hut or Papa John’s can’t seem to catch up. Domino’s location strategy, together with fast-delivery and sophisticated ordering technological platforms have enabled that company to set a foothold in a culturally diverse, complex and demanding market.
When the coronavirus pandemic shook India, the country went into a nation-wide lockdown, and Domino’s instead of closing shops, it invested in developing a zero-contact pizza delivery and pick-up strategy, a move that with fast deliveries, put them as the top ranking choice for millions of locked-down citizens in India, hungry for some pizza pies.
The pizza market in India is worth over $1.5 billion US dollars. Domino’s brand name, 20-minute delivery times and credibility among the millennial segment, which comprises two-thirds of India’s population managed to cater a regional menu suited to local tastes and seasons. Domino’s constant innovations in the Indian market allowed for localization of its offerings and tailoring of their stores according to the region. In India’s rural areas, there are pizza deliveries by Domino’s, covering a demanding segment of the population that other brands in the sector leave unattended.
Domino’s consumer base in India is overwhelmingly millennial, which means that the segment they sell their food is prone to engage with the methods that the company has for marketing and sales, as well as the use of the telecommunications network platform available in India, a segment which is in expansion with the rising demand for faster-bandwidth network carriers in high-end, next generation mobile networks, where 5G is the next gold standard.
Jubilant Foodworks, Domino’s Franchisee in India
Owned by Shyam and Hari Barthia, Jubilant Foodworks, the franchisee holding Domino’s Pizza, who also handles Dunkin’ Donuts and Chinese food chain Hong’s Kitchen. Jubilant Foodworks is part of Jubilant Bhartia Group, one of the largest food service companies in India. Jubilant Bhartia Group is a business conglomerate with interests in the food, pharmaceutical, agricultural, consumer products and luxury automobile industry.
With large infrastructure, comprising 1300 restraurants and eleven distribution centers in more than 270 cities in India, the Jubilant Foodworks’ technology driven, visionary leadership managed to put Domino’s in the map of the food industry, paving way for the development of other innovation in related distribution chain logistics in a country like India. It’s up to the leadership to decide what do to with the giant momentum they have right now, as consumer trends and behaviors changed thanks to the coronavirus pandemic.