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Pizza Wars
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LOCALIZING THE MENU
Since its entry into India, Domino's introduced nine new
toppings for Pizzas to cater to the
local tastes. Different flavors were
introduced in different parts of India. Advani said, “The Indian palate is very
definitive – people are extremely finicky and choosy, not too willing to
experiment. Food tastes vary from region to region. To capture the market, we
had to localize flavors.”
Thus, Deluxe Chicken with Mustard Sauce'and Sardines were confined to the East,
Mutton Ghongura and Chicken Chettinad to the South and Chicken Pudina to Mumbai.
Butter chicken, Makhani Paneer and the Chatpata Chana Masala were confined to
the North. Very soon, Pizza Hut followed Domino's and offered customized Spicy
Paneer and Chicken Tikka toppings.
Apart from this, it also opened a 100% vegetarian restaurant at Ahmedabad, a
one-of-its-kind worldwide. The restaurant also offered a
special Jain menu,
which did not have a single root-based ingredient to fit in with the food habits
of Jains. Another city-specific adaptation of its menu by Pizza Hut was the
restaurant in Hyderabad, (Andhra Pradesh) which offered
Halal meat and chicken
only with no beef and pork products in the menu.
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Continued....
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Local Tastes :
Chatpata Chana Masala, Makhni Paneer, Butter Chicken,
Chicken Chettinad, Chicken Pudina, and Mutton Ghongura, Deluxe
Chicken with Mustard Sauce and Sardines. Unilever Plc,
Special Jain :
One of the religious communities in India.
Halal : An animal killed for meat according to Muslim law. |
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