The Pizza Delivery Experts, as the company prefers to call itself, is now
foraying into waiting tables.
from its global practice of pizza delivery, Domnio''s has begun opening stores,
which offer dine-in services as well.
to CEO Ajay Kaul, consumer feedback is the primary reason for this departure from
convention. Indian consumers, especially in smaller towns, prefer to go out and
eat instead of ordering, which has driven the company to offer a dine-in service
as well in the interest of business. Of the last 50 stores that Domino''s has opened,
most are dine-ins.
expects a large 45 per cent slice of the Rs500 crore organised pizza market by
the end of this fiscal. It also foresees a net profit of about 5 per cent of the
Domino''s has 156 outlets in India. The company is investing in new stores and
setting up Central Kitchens to make pizza dough across various locations.
a mammoth expansion, Domino''s plans to set up 500 outlets across India by 2010-11,
at an investment of Rs350 crore.
new Domino''s outlets would mushroom by March 2008, with another 70 being added
by 2009, and eventually growing at a total of 350 new outlets by 2010-11.
Domino''s store is owned and maintained by the company, with no franchisees. By
the turn of the decade, Domino''s is eyeing the Rs1,000-crore turnover.
recently replaced the huge success of Paresh Rawal as its brand ambassador with
the younger Arshad Warsi. On its'' tag line of "30 minutes or free",
CEO Kaul said about 1 per cent of all pizzas sold in India by Domino''s are given
away free. If the chain''s claims of selling 1.1 million pizzas a month is to be
believed, that would mean sales in excess of 30,000 pizzas a day, and around 300
free pizzas every day!
other fast-food chains such as Subway pegging their wares on the health plank,
Domnio''s remains unfazed. Kaul does not foresee Domino''s using the health platform
in the near future, and says that the pizza chain''s products are completely trans-fat
has about 30 per cent localised, or ''Indianised'', offerings on its menu presently,
and according to CEO Kaul, is constantly evaluating Indian options.