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With Domino’s Pizza spending Rs 100 cr on revamp, crusts to get softer
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Wednesday, 09 August, 2017, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Domino’s Pizza, a part of Jubilant FoodWorks Limited, is now investing Rs 100 crore to improve its offerings. The revamp will include softer and tastier crusts, more and larger toppings, more cheese and a herbier sauce made from tomatoes imported from California.
The launch of the All New Domino’s Pizzas will be supported by an aggressive advertising campaign across television, the digital platform, the press and radio. It will also be accompanied by a focused outreach effort targeted at its existing customers.
The product, which now sports a new look, will come in an attractive blue and white packaging that highlights the changes. Despite these improvements, the prices of Domino’s pizzas will remain unchanged, and this will help deliver better value for money to customers.
“Earlier this year, we had unveiled our new strategy to drive sustainable and profitable growth,” said Pratik Pota, chief executive officer, Jubilant FoodWorks Limited.
“The focus was on product improvement, value for money, seamless customer experience and superior technology which enabled cutting costs and driving efficiencies. As part of this strategy, we are pleased to unveil our largest ever upgrade of our pizzas,” he added.
“We will be investing nearly Rs 100 crore in the upgrade. We believe that the vastly-improved product will not only help drive frequency amongst existing customers, but also attract new ones, thereby expanding the Domino’s franchise and helping growth in the market,” Pota said.
Said S Murugan Narayanaswamy, senior vice-president, marketing, Domino’s Pizza India, “For the last 20 years, we have continuously adapted ourselves and brought the brand closer to our consumers. Our signature 30-minute-delivery promise and the launch of the Pizza Mania range are examples of this.”
“The All New Domino’s is an outcome of insights gained from customer feedback, market research and store observations. Responding to specific feedback on the product, we have completely upgraded our product,” he added.
“We have planned a 360-degree marketing campaign, titled Aapne kaha, humne kiya. We are confident that our customers will love the new, enhanced product,” Narayanaswamy said.
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