With 1,325 stores across 282 cities in the country and a continually growing footprint, it’s safe to say that Domino’s is one of the market leaders in the fast food industry. It forayed into the Indian market in 1996 by opening its first store in New Delhi and has tasted immense success ever since.
Now, one can find amazing pizza places that offer delicious pizza in almost every nook and corner of the country but none of them have been able to match up to the legacy and scale of Domino’s.
How did Domino’s set itself apart from its competitors?
Localisation
One of the things that made Domino’s so loveable is that they managed to strike the perfect balance between local and western tastes. With the help of customised menus offering pizza and other food items with an Indian take on them, they managed to please the taste buds of people across the subcontinent. Domino’s encouraged its chefs across India to fine tune their recipes and in some cases, completely revamp them in order to make them more appetising and appealing for the Indian palette. The local Indian flavour is evident in their sauces and toppings. For instance, the Paneer Makhani pizza smothered in rich Makhani sauce which is essentially gravy is an excellent example of this.
Affordability
Domino’s was initially perceived as luxurious indulgence when it was first launched in India. Today, Domino’s has strategically expanded into a number of smaller cities across India by lowering the prices of food items to ensure that they become accessible to people of different social strata. They also introduced several food items at lower price brackets thus expanding their menu while also giving the people the option to have more than just pizza. The attractive discounts and exclusive deals also gave Domino’s an edge over its competitors by making it more affordable.
30-minute Superfast delivery
While a lot of Domino's counterparts focused on dining in, Domino’s went the other way by providing people the convenience of enjoying their pizza in the comfort of their own homes. This led to a huge spurt in the number of people ordering in as no other pizza place could match their delivery speed and overall customer service. The ‘30-minute delivery or free’ experiment turned out to be revolutionary as it managed to showcase its delivery prowess. In some cities, Domino’s even introduced a 20-minute delivery that took their delivery service many notches above other pizza places.
Technological innovation
Domino’s was one of the first food chains in India to recognise the importance and growth of smartphone culture in India. Most internet users in India predominantly rely on their smartphones. Therefore, it launched its mobile app enabling people to order from a Domino’s restaurant near me with just a few taps on the mobile food delivery app.
Domino’s was one of the first to introduce zero contact delivery in India to ensure the safety of customers and their employees alike. Even during unprecedented times like these, Domino’s continues to thrive due to their strong core values and the ability to adapt quickly.