Revamped Dominoes sets sights on market leader position

Saturday, 17 September 2011 00:00 - - {{hitsCtrl.values.hits}}

By Devin Jayasundera

Dominos Pizza, on the fast track to be Sri Lanka’s leading pizza provider, announced its reinvigorated and aggressive re-entry into the Sri Lankan market by opening the first Dominos Pizza store in Colombo.

Jubilant Food Works Lanka Pvt. Limited, the master franchise of Dominoes Sri Lanka, is a subsidiary of Jubilant Food works India Ltd., which has the exclusive rights for the Dominos brand in India, Nepal and Bangladesh. The company has already invested a sum of Rs. 200 million in setting up factories and stores.

“The post-war economic prospects of Sri Lanka, which project political stability and an economic boom, prompted us to invest on our own,” said Jubilant Food Works India Director Ajay Kaul. “Jubilant Food Works India is one of the fastest growing multinational food brands in India and in particular the Dominos Pizza chain in India has grown in to a network of 392 stores. Today it has attained a market share of 70% in organised pizza delivery segment and over 50% in the overall pizza market.”

The company hopes to have four to five stores in Nugegoda, Bambalapitiya and other areas of Colombo by March 2012. The New Dominos Pizza outlet in Dehiwala is a modern eating facility which contributes to an enlivening dining experience and can house 90 people at any given time.

Kaul said that Sri Lankans could experience a wide range of food items on the menu, like pastas, garlic bread, chicken wings and choc lava cake. Dominos has also introduced new and localised recipes to add more flavour and diversity to enrich the taste buds of the Sri Lankan consumer, he revealed.

Dominos also provides a unique delivery service where the customer is entitled to a free pizza if it’s delivered after 30 minutes after the order has been made. This delivery promise of ‘30 minutes or free’ has been unmatched and unrivalled in the region, which contributes an ultra unique combination of delicious taste and convenience that makes Domino Pizza an undisputed leader in delivery of pizzas in the Indian market.

Kaul assured that the Sri Lankan consumer would benefit from this service and have the opportunity to dine their pizzas in “sizzling condition”.

According to him, Dominos looks more in to providing high quality pizzas for a competitive price rather than reducing the price to increase the share in the market, which is not sustainable. As the Sri Lankan economy is growing, consumers are more willing than ever to pay for fast food items like Dominos, etc.

With regard to its marketing strategy, he said that they would start on a medium scale but as more stores are added, they would gradually elevate the prominence level. He also said that Dominos was aiming at becoming the leading pizza provider within three years.