Business - Dominos pizza in India - Khushiyo Ki Home Delivery

NEW DELHI: Global fast food chain Domino's Pizza is planning to add another 300 odd outlets in the country by end of 2010-11 at an investment of Rs 200 crore, while it undertakes a brand repositioning exercise.

The company has 207 outlets at present spread across 45 cities and would be taking the number of total outlets to 500.

"We are now present in 45 cities with 207 outlets and by end of the current fiscal we will add 10 more cities and take the total number of our outlets to 250. This is part of our Rs 80 crore investment plan on store expansion in the current year," Domino's Pizza India Senior Vice-President (Marketing) Dev Amritesh said.

"We plan to have a total of 500 stores in 75-80 cities by 2010-11. It would entail an investment of Rs 200 crore during the period," he added. Amritesh, however, refused to specify the new cities where the chain would be expanding but hinted that many Tier II and Tier III cities are in focus.

"During last four months, we have opened outlets in Jammu, Panipat, Surat, Baroda, Nashik, Trivandum, Meerut and Patiala. While earlier, 70 per cent of our business used to be in metros and mini-metros, now the ratio is 50:50 between big cities and smaller Tier II and III cities," Amritesh said.

He said Domino's Pizza holds 42 per cent of the Rs 550- crore organised pizza market in the country and planned to increase it further.

"We are the largest player and are aiming for 45 per cent share in the market which will grow to Rs 650-700 crore by end of the current fiscal," Amritesh added.

While 65 per cent of its revenue comes from home delivery service, around 35 per cent is from sales 'in premise'.

Domino's is also undertaking a brand positioning with launch of a Rs 6 crore advertising and marketing campaign over next three months.

"We are transforming our brand slogan with our newly launched Rs 35 Pizza Mania. From 'Hungry Kya', which had a comic message, we are now moving to 'Khushiyo Ki Home Delivery' where we are portraying a more serious message with a new television advertisement," Amritesh said.

He said the new campaign would focus on the company's concept of 'value for money'.

"As a category leader, we believe it is our responsibility to demonstrate that we care for our customers. The brand positioning would highlight this aspect when inflation and price rise have deeply affected everybody," he added.