In the last 5 years Domino’s has come to be so popular in India that it is now the 2nd biggest market for Domino’s in the world (2nd to the US, passed up the UK).
They are starting to have a huge lead when compared to competitors.
In fact, Domino’s has a 70% share of the Indian pizza market and a 16% share or the total Quick Serve Restaurant market.
But how are they doing this?
One big reason is they are one master franchise owned by Jubilant Foods. Having one centralized entity planning and executing has enabled them to move fast.
They have a clear vision for Customizing the menu, Social engagement, Expansion and more.
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Customizing the menu for Indian palettes & culture
India is unique in that there are a lot of vegetarians. Some regions in Indian are 70%+ vegetarian. In fact, 3 of the 4 most popular pizzas are vegetarian.
The most popular meat for pizza in India is Chicken whereas in the US it’s mainly pork and beef.
This has made them customize their menu into what Indians like.
Social & Customer Engagement
With 5x the engagement on social media than the next competitor they are executing a good customer centric strategy.
Some of this is due to attractive weekly offers & coupon codes but a lot of it is how they are conversing with their customers.
They address and respond to both positive and negative comments on social media. This helps them come up more often in various networks like Facebook & Twitter and be at the forefront of attention in a positive way.
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Aggressive Store Expansion
Domino’s is growing their footprint bigger and bigger. Now with 1,000+ stores they plan to add 100-150 stores a year till 2020.
This would mean 1 out of every 7 stores Domino’s builds is in India.
The break-neck pace of this expansion is to cover more and more cities for delivery and pickup.
4 more reasons
These reasons and more are in this simple infographic on why Domino’s is winning in India:
(Disclaimer: This is a guest post submitted on Techstory by the mentioned authors.All the contents and images in the article have been provided to Techstory by the authors of the article. Techstory is not responsible or liable for any content in this article.)
Feature Image Credits: 51tools.info
About The Author:
Sunaina works with social media and online content. With years of experience in the eCommerce & startup space she loves to tell stories through her writing. India is one of the fastest growing tech spaces on the internet and she is right there covering it all.