Pizza Marketplace reports that according to Coupon Hippo‘s research, Domino‘s in India dominates the pizza quick service restaurant category with 70% market share. The company quotes seven reasons for Domino’s success in India:
- Domino’s India currently has 1000+ outlets and is the second biggest market outside the U.S. It is on track to add 150 new stores every year throgh 2020.
- The company has localized recipes for the Indian palate (where 56% of the population is vegetarian), with pizzas such as Peppy Paneer, Farmhouse, and Margherita that cater to the vegetarians.
- A Domino’s pizza in India is the lowest priced compared to other countries: in U.K. it’s $8.62; in U.S.A. $5.99; Australia $5.04 and in India the pizza is available for $1.47.
- On social media Domino’s has five times the engagement as compared to its closest competitor.
- Pizza fits in with the Indian culture of eating with one’s hands and sharing one’s food.
- Domino’s has a super fast delivery guarantee in India: if the pizza isn’t delivered in 30 minutes, it’s free.
- Since most Indians only use a mobile phone to access the Internet, the focus for the company is taking orders via a mobile phone. By 2021 it is estimated that India will have 810 million smartphone users.
