GOING PLACES (LITERALLY)
By March 2000, Domino's opened 37 outlets all over India.
Between April 2000 and February 2001, Domino's set up 64 more outlets in India.
Delhi had the maximum number of outlets – 17, followed by Mumbai with 13.
Domino's had the largest retail network in the fast food segment in India- with
101 outlets across 40 cities.
Domino's had a tie-up with a real estate consultant Richard Ellis to help with
locations, conduct feasibility studies, and manage the construction. It was also
looking at non-traditional outlets like large corporate offices, railway
stations, cinema halls and university campuses. In early 2000, Domino's had
opened an outlet at Infosys, Bangalore, which was very successful. It also had
outlets at cinema halls – PVR in Delhi, Rex in Bangalore, and New Empire in
By January 2001, Pizza Hut had 19 outlets across India. In a move to expand
further, Pizza Hut planned to open an additional five restaurants in Mumbai and
30 restaurants across major cities in India, by 2001 end. Tricon announced that
the company would invest Rs.30 million on each of the restaurants. In March
2001, Pizza Hut opened its first three-storeyed 125-seater dine-in restaurant at
Juhu in Mumbai. Said a company official, “We are expanding the number of
restaurants across the major cities to cater to today's youth which has taken to
pizzas as a cuisine.”
QUESTIONS FOR DISCUSSION
1. Domino's entered India at a time when Pizza Hut and McDonald's were
already in the market. What was the strategy adopted by Domino's to make a dent
in the Indian market?
2. ‘Database Marketing was an important part of the strategy in the Pizza
3. Though Pizza Hut entered India before Domino's, it eventually lost its share
to Domino's. How can Pizza Hut counter the competition from Domino's?
2001, ICMR (IBS Center for Management Research).All rights reserved. No part of this publication may be
reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted
in any form or by any means - electronic or mechanical, without permission.
To order copies, call +91- 8417- 236667 or write to ICMR,
Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal,
Ranga Reddy District,
Andhra Pradesh, INDIA.
Ph: +91- 8417- 236667,
Fax: +91- 8417- 236668
ICMRINDIA © 2010 ICMR (IBS Center for Management Research).
All rights reserved.