Another 300 Domino Pizza Outlets In India By 2011

By Bernama,

New Delhi : Domino Pizza, the international fast food pizza delivery franchise is planning to add another 300 odd outlets in the country by end of 2010-11, with an investment of Rs 200 million (US$4.6 million), the Press Trust of India (PTI) reported.

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Currently, India has 207 outlets spread across in 45 cities, and this additional outlets, will bring a total of 500 outlets in the country.

“This is part of our investment plan on store expansion in the current year,” Domino’s Pizza India Senior Vice-President (Marketing) Dev Amritesh told PTI.

“We plan to have a total of 500 stores in 75-80 cities by 2010 to 2011. It would entail an investment of Rs 200 million during the period,” he added.

Amritesh, however, refused to specify the new cities where the chain would be expanding but hinted that many Tier II and Tier III cities are in focus.

“During last four months, we have opened outlets in Jammu, Panipat, Surat, Baroda, Nashik, Trivandum, Meerut and Patiala. While earlier, 70 percent of our business used to be in metros and mini-metros, now the ratio is 50:50 between bigcities and smaller Tier II and III cities,” Amritesh said.

He said Domino’s Pizza holds 42 percent of the Rs 550 million organised pizza market in the country and planned toincrease it further.

“We are the largest player and are aiming for 45 percent share in the market which will grow to Rs 650 to Rs 700 million by endof the current fiscal,” Amritesh added.

While 65 percent of its revenue comes from home deliveryservice, around 35 percent is from sales ‘in premise’.

Domino’s is also undertaking a brand positioning with launch of a Rs 6 million advertising and marketing campaign over next three months.

“We are transforming our brand slogan with our newly launched Rs 35 (US$0.80) Pizza Mania.

From ‘Hungry Kya’, which had a comic message, we are now moving to ‘Khushiyo Ki Home Delivery’ where we are portraying a more serious message witha new television advertisement,” Amritesh said.

He said the new campaign would focus on the company’sconcept of ‘value for money’.

“As a category leader, we believe it is ourresponsibility to demonstrate that we care for our customers.

The brand positioning would highlight this aspect when inflation and price rise have deeply affected everybody,” he added.