Product details

In July 2016, Domino's Pizza had launched a brand-new menu item - a 'Burger Pizza'. According to the company, the new product was an innovative form of a pizza. It appeared like a burger but had all the goodness of a pizza. It did not have a patty that a burger had and was layered with herbs, vegetables, and mozzarella cheese, the ingredients used in pizza. The second difference was that it was oven baked, and not fried, like KFC burgers and others. This crossbreed pizza-burger was not the first of its kind; numerous variations of the burger were available. But the burger pizza was in its own league, a burger without a patty. There were several schools of thought on the launch of the burger pizza. Though it was termed as an inspiring move by food critics, brand strategists claimed that the brand loyalty of Domino’s would be affected as pizzas were its forte and not burgers. On the other hand, a marketing expert gave thumbs up to the move and opined that that brand loyalty for Domino’s had outgrown product loyalty for pizzas. Amidst this backdrop, would this innovation be successful? Will it increase Domino’s Pizza’s market share in the 'the chained food industry'?