Domino’s gets brand refresh in India

livemint.com:

NEW DELHI : Jubilant FoodWorks Ltd, which operates master franchise rights from Domino’s Pizza in India, has announced a brand refresh for its flagship pizza brand that involves upgrading hundreds of pizza stores, apart from new packaging and a marketing campaign as the company hopes to get more consumers to choose pizza over local food. “India is a $50-billion food services market; pizza is only a $1-billion market. Our job is to gain share from dosa-sambar, vada pav, samosa, etc.

We want pizza to be at the front-and-centre in consumers’ minds and gain that mindshare within the category," Sameer Khetarpal, managing director and chief executive officer of Jubilant FoodWorks Limited, said at the company’s head office in Noida. “Second is our store infrastructure, third is boxes that go to millions of homes. The fourth aspect is the uniforms of our delivery riders and the bikes.

You will see this brand come alive in a 360-degree manner across these components," he said. The new re-branding is already in the works, Khetarpal said. “We’ve opened nearly 100-odd stores with the new identity; new boxes are now reaching millions of homes.

This is our guidance for the current financial year; we will end up renovating about 100 restaurants," he added. Jubilant FoodWorks holds the exclusive master franchise rights from Domino’s Pizza Inc. to develop and operate the Domino’s Pizza brand in India, Sri Lanka, Bangladesh and Nepal.

In India, it has 1,888 Domino’s stores across 397 cities. Eventually, all of Domino’s outlets will be covered under the brand refresh. The move also comes as competition in the fast-food market has intensified over the years.