The quick service restaurant (QSR) segment in India is expected to grow threefold over the next five years and not surprisingly, a front runner has emerged in the country.
Domino’s Pizza India has become so popular that it has grabbed 70 per cent share of the Indian pizza QSR market. India has become the second biggest market for Domino’s in the world (passing the UK).
Here are the reasons why Domino’s has taken hold of India’s imagination (and taste buds):
1. Specialized Indian Pizza Menu
Domino’s had to change their menu for India due to the high number of Vegetarians. They also made chicken the primary meat option whereas in other parts of the world it’s chicken or beef.
In fact, three of the four most popular pizzas are vegetarian.
2. Social Media & Talking to Customers
Domino’s is executing a direct social & consumer engagement strategy online. Looking at the numbers you see 5x the engagement on social media compared to their competitors.
Some of this is due to extremely aggressive coupons and codes to create social buzz and better their competition. However, a lot of it is also how they are conversing with their customers.
They stay at the forefront of people’s minds by responding to both positive and negative comments. Helping resolve issues proactively.
3. Building More Stores
Domino’s now has 1,000+ stores and don’t plan to slow down. The current plan is to add 100-150 or more stores a year till 2020.
This means one out of every seven stores Domino’s builds is in India.
See the graphic for more reasons: