Case Study Of Domino's Pizza In India
Introduction
Domino's Pizza is an American pizza restaurant chain and international franchise founded in 1960. It is one of the largest pizza chains in the world, with over 17,000 stores in more than 90 countries. In this article, we will discuss the case study of Domino's Pizza in India.
History of Domino's Pizza in India
Domino's Pizza entered the Indian market in 1996 when it opened its first store in New Delhi. At that time, the Indian pizza market was almost non-existent. However, the company faced challenges in the initial years, such as a lack of awareness about pizza and the high cost of imported ingredients.
In 1998, Jubilant FoodWorks, a subsidiary of Jubilant Bhartia Group, took over the franchise rights of Domino's Pizza in India. Jubilant FoodWorks is now the largest and fastest-growing food service company in India.
Marketing Strategy
Domino's Pizza in India adopted a unique marketing strategy to attract customers. It launched an aggressive advertising campaign, offering discounts, and introducing Indian flavors to its menu.
The company also focused on home delivery, as most Indian customers prefer food to be delivered to their doorstep. To cater to this demand, Domino's Pizza introduced a 30-minute delivery guarantee, which was a significant differentiator from its competitors.
Localizing the Menu
One of the key factors behind the success of Domino's Pizza in India is its ability to localize the menu. The company introduced vegetarian options and Indian flavors such as paneer, chicken tikka, and tandoori chicken to cater to the Indian palate.
The company also introduced regional variations in its menu. For instance, it launched a 'Pizza Mania' range in South India, which offered smaller pizzas at affordable prices to cater to the price-sensitive market.
Challenges Faced by Domino's Pizza in India
Despite its success, Domino's Pizza in India faced several challenges. One of the significant challenges was its supply chain management. As most of the ingredients were imported, the company had to deal with issues such as high import duties, lack of cold chain facilities, and transportation problems.
Another challenge was the increasing competition in the pizza market. Several local and international players entered the market, leading to a price war and intense competition.
Impact of Domino's Pizza in India
Domino's Pizza has had a significant impact on the Indian food industry. It introduced the concept of fast food and home delivery, which was relatively new in the Indian market at that time.
The success of Domino's Pizza in India also led to the growth of the pizza market. Today, several domestic and international players operate in the Indian pizza market, which is estimated to be worth over $2 billion.
Conclusion
The case study of Domino's Pizza in India highlights the importance of localizing products and services to succeed in a new market. The company's ability to adapt to the Indian market and offer personalized products and services has been the key to its success.
Domino's Pizza in India is a classic example of how an international brand can succeed in a new market by understanding the local culture, preferences, and needs of customers.