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21 Sep, 9 tweets, 2 min read

How did Domino’s manage to capture ~70% of the #Indian pizza market?

A thread.🧵(1/9)

Well, to begin with, every fast-food chain entering India has to modify their menus as per Indian taste preferences and the pizza giant had to do it too. (2/9)

But what’s more, is that it even hyperlocalized its pizzas. In 2014, the chain launched a spicy raw banana pizza specifically for South India. For inspiration, the chefs go on regular ‘food walks’ through local markets.
(3/9)

Also, to please the budget-conscious Indians, Domino’s spent eight months examining everything from flour to toppings, to lower prices. It then introduced what it called “Pizza Mania”—a 35-rupee (less than $1) pizza. (4/9)

Its locations throughout the country are situated exactingly: experts study each neighborhood, the streets, and traffic flow to find the fastest delivery routes- to honour its “30 minutes or free” policy.
(5/9)

The chain also realized that for Indian people in small cities eating out is a family event. To keep that feeling alive, Domino’s offers large dine-in spaces in such areas. Thus, the chain not only focuses on urban areas but also rural areas, unlike its competitors. (6/9)

Domino’s has also adapted to the fast-changing tech landscape in India. Jubilant Foodworks, its operator in India, claims Domino’s to be the 1st Foodservice brand to launch online and mobile ordering in India. (7/9)

With the 2nd largest population of internet users in the world, ~75% of Domino’s orders were online in 2019.

What do you think, will some other pizza chain throw Domino’s off its perch? (8/9)

Sources: Domino's India – 30 min or free..creating the market- HBS

India just can't get enough pizza- QZ

How Domino's Reinvented Itself To Win In India- Fast Company

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