Name: How Domino’s Won India’s Pizza Wars
Uploaded: 2021-04-21T12:26:35.000Z
Duration: 13 min 44 s
Description: Thousands of YouTube videos with English-Chinese subtitles! Now you can learn to understand native speakers, expand your vocabulary, and improve your pronunciation...

It entered the country in 1995, and since then it's expanded rapidly.

There are over 1300 dominoes across 282 cities in India and its

Domino's has market share of more than 70 percent.

Domino's in India is even testing delivery in 20 minutes or less.

That's made it difficult for Pizza Hut and Papa John's to compete.

Even local Indian pizza rivals haven't been able to match Domino's

success. So what is Domino's doing that is so different from the

competition? It's localized its product offerings, but probably the

biggest differentiator, ust like in the U.S., Domino's is winning the

pizza war in India because it offers fast delivery and sophisticated

Domino's success has made it more difficult for other chains to

flourish. Papa John's left India in 2017, closing 66 doors, according

And Pizza Hut footprint has stayed relatively small compared to

Domino's, despite its early entry to the market.

India announced a 21 day lockdown during the Corona virus outbreak

instead of closing its stores across the country.

Domino's India offers zero contact delivery and pickup to its

customers, according to the chain's website.

Domino's India has taken strategic steps to stop the spread of

coronavirus by making sure company employees pass medical checks,

temperature screenings for employees before entering restaurants,

sanitizing protocols for equipment, bags and delivery boxes every

four hours. And employees must wash their hands every hour.

Pizza Hut has offered similar contactless delivery, but the brand is

still outnumbered by Domino's store count.

So how has Domino's won India's pizza war?

The pizza market in India is valued at over $1.5 billion.

market, which is worth $46.7 billion dollars.

Still, the market is huge considering the huge population that India

has. But when Domino's and Pizza Hut started operations in India in

1995 and 1996, respectively, the pizza market was much smaller.

It wasn't until July 1991 that India's leaders decided to open up its

economy, marking the beginning of globalization.

India removed subsidies on some items, lowered some import duties and

With globalization came American brands like Coca-Cola, McDonald's,

When international pizza chains entered India in the 1990s, some

experts say it wasn't immediately compatible with local tastes.

Pizza in India strikes a delicate balance between being too foreign

They've been able to kind of walk the tightrope or the balancing act

between localizing to an extent that is definitely needed to be

But again being able to balance that with, you know, being perceived

as, you know, that the top pizza brand in the U.S.

That brings a lot of credibility to the brand and is why a lot of

people want to want to have it in comparison to others.

Domino's success is also thanks to India's huge millennial population.

In general, millennials are more likely than their older counterparts

Use technology, travel and embrace new foods.

Millennials account for about two thirds of the population in India.

And research shows that Indian millennials love eating out, spending

three times as much on restaurant visits than other forms of

entertainment. Nielsen research found that middle income urban

millennials spend roughly 10 percent of their food budget on eating

at restaurants. That's significantly higher than the 3 percent spent

As pizza's popularity grows, Domino's has found a huge market in

India is Domino's second largest market after the U.S..

Its business in India makes up a small fraction of Pizza Hut.

Overall business, the country accounts for just one percent of system

sales. China, on the other hand, accounts for 17 percent of Pizza Hut

sales. More and more local restaurants are starting to offer pizza,

too. Let's say the top 10 cities in India, you would have at least

seven to eight brands of pizza which are there and would offer at

least about who would operate at least five stores in that city.

But experts say no Indian chains are on the verge of becoming national

chains. Most are small and privately held, so they're not competing

on a national level with American chains.

In India, there appears to be a lot of room for growth in the pizza

industry. Domino's local franchise Jubilant FoodWorks had sales of

$510 million in fiscal year 2013, 18 percent higher than the previous

In fact, Jubilant FoodWorks sales have seen double digit growth for

Jubilant FoodWorks also runs Dunkin in India and operates its own

But Pizza is the company's most profitable business segment by far,

making up 78 percent of its revenue, according to FactSet.

Domino's footprint in India is huge compared to its rival Pizza Hut,

which has 430 restaurants, according to its Web site.

Domino's has 1,325 stores across 282 cities as of December thirty

And it's been adding stores steadily across new cities.

They are adding about 200 plus cities in India.

And if I look at the potential, they have the potential of expanding

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How Domino’s Won India’s Pizza Wars

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