Jubilant FoodWorks Ltd, which operates the master franchise rights from Domino’s Pizza in India, has announced a brand refresh for its flagship pizza brand.
Image source The Financial Pandora
The company aims to upgrade hundreds of pizza stores, introduce new packaging, and launch a marketing campaign to encourage more consumers to choose pizza over local food.
Their focus would be on upgrading the store infrastructure, the delivery boxes, delivery uniforms, and bikes, and revamping the brand in a 360-degree manner across these components.
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The company has already started with nearly 100 stores with the new identity. They plan to renovate about 100 restaurants by the end of the financial year. Eventually, all of Domino’s outlets will be covered under the brand refresh.
The move comes as competition in the fast-food market has intensified over the years, with nearly 4000 pizza stores being operated by various regional players in India, according to analysts at Motilal Oswal.
Jubilant FoodWorks is also focused on growing the pizza market and has established a medium-term ambition of taking Domino’s to 3000 stores. They are launching 20-minute delivery in the top seven cities and revamping the organization to reach ₹7,000 crore for Domino’s by breaking away from four regions to seven regions and getting high-quality leaders who understand physical retail and technology.
Indians order pizzas three times a year on average, versus 35 in the US, convincing Domino’s that the country’s consumers will continue to increase their frequency of consumption over the years.
Overall, the company's priority remains on growing its Domino’s as well as fried chicken brand Popeyes. Khetarpal said his priority remains to triple down on Domino’s, scale Popeye’s to be India’s fastest quick service restaurant chain to get to ₹2,000 crore, and team and culture.
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