Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Domino’s takes a 72% slice of India’s love for pizza
  • Domino’s takes a 72% slice of India’s love for pizza
    Hunny Alrohaif, Creative Commons (2011) ©
CASE STUDY

Domino’s: feeding India’s love of fast food

While many American fast food chains have set up shop in India, reinventing themselves in the process in order to appeal to local tastes, Domino’s stands out as a brand that’s gone one step further. Carefully balancing local tastes with the Western flavour that people associate with pizza, Domino’s has engineered a 72% slice of the market.

Location India

Scope
With a love of kebabs, parathas and pani puri, coupled with notoriously busy lifestyles and the desire to eat out, Indians have embraced fast food. Attracted by the country’s densely populated young, upwardly middle-class, American fast food chains have set up shop in India, reinventing themselves to appeal to local tastes. Starbucks sells a tandoori paneer roll, KFC makes a “paneer zinger”, while Burger King offers a Paneer King burger.

But Domino’s is going one step further. The pizza chain has reworked everything, right down to the flour in its dough. And it’s paying off, too. Domino’s ...

Canvas8

Related

  • Article image Tuborg Booster Strong: quenching India’s thirst for strong beer

    People in India drink to get buzzed. Strong beer, with an alcohol content above 5%, accounted for 83% of all beer sold in 2012 – with that figure expected to rise to 90% by 2019. Tuborg Booster Strong fruit flavoured beer wants to quench the thirst of this growing market.

  • Article image Moët Hennessy: bubbling up in India

    As the Indian middle class continues to expand, Moët Hennessy is creating a new line of sparkling wines made from Indian grapes that embody affordable luxury and the country’s heritage.

  • Article image Keeping up with the Kapoors

    Today's young Indians aren't 'Indian' at all. They're global consumers with modern values and a growing desire for an international lifestyle. And the world is beginning to take note.

  • Article image Hermès saris

    As emerging markets such as India and China rise to greater prominence, several luxury brands are tailoring their offerings accordingly.