Product details

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Abstract

Domino''s Pizza India Private Limited (Domino''s India), a major franchisee of Domino''s Pizza had made a strong presence in India. Domino''s entered India in 1996 when the pizza market was in a nascent stage. The choice of Italian bread - Pizza would have been a rare occurrence a decade ago. Over the years the Indian pizza market had grown to INR4.5 billion. The two leading American food chains Domino''s and Pizza Hut hold a major market share. Domino''s India leads the home delivery market while Pizza Hut holds supremacy in dine-in restaurant. ''Domino''s believed in the strategy ''think local, act regional'' around which its success revolved. Over the years Domino''s had carefully positioned its brand in India and gained around 42% market share. With the success cap in the pizza market and home delivery segment, Domino''s India planned to expand its wings and also explore new segments. As a move forward, it entered the pasta segment during 2009. Further, it rechristened itself to Jubilant FoodWorks Limited in 2009 and also planned for an Initial Public Offering (IPO). The leading pizza retailer Domino''s India run by Jubilant FoodWorks Ltd aimed at a bigger pie-expansion of brand portfolio. This case study traces the Indian Pizza market trends, the growth of Domino''s in India and whether it will accomplish its future plans. With the growing quick service restaurant segment, stiff competition from Pizza Hut and other leading players and new entrants in the pipe line, will Domino''s India sustain its market and succeed in its expansion?
Location:
Other setting(s):
2009

About

Abstract

Domino''s Pizza India Private Limited (Domino''s India), a major franchisee of Domino''s Pizza had made a strong presence in India. Domino''s entered India in 1996 when the pizza market was in a nascent stage. The choice of Italian bread - Pizza would have been a rare occurrence a decade ago. Over the years the Indian pizza market had grown to INR4.5 billion. The two leading American food chains Domino''s and Pizza Hut hold a major market share. Domino''s India leads the home delivery market while Pizza Hut holds supremacy in dine-in restaurant. ''Domino''s believed in the strategy ''think local, act regional'' around which its success revolved. Over the years Domino''s had carefully positioned its brand in India and gained around 42% market share. With the success cap in the pizza market and home delivery segment, Domino''s India planned to expand its wings and also explore new segments. As a move forward, it entered the pasta segment during 2009. Further, it rechristened itself to Jubilant FoodWorks Limited in 2009 and also planned for an Initial Public Offering (IPO). The leading pizza retailer Domino''s India run by Jubilant FoodWorks Ltd aimed at a bigger pie-expansion of brand portfolio. This case study traces the Indian Pizza market trends, the growth of Domino''s in India and whether it will accomplish its future plans. With the growing quick service restaurant segment, stiff competition from Pizza Hut and other leading players and new entrants in the pipe line, will Domino''s India sustain its market and succeed in its expansion?

Settings

Location:
Other setting(s):
2009

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