New Delhi: As inflation soars and the economy slows, even pizza retailers in India are recasting their strategies to lure and hold customers.
Home delivery retail chain Domino’s Pizza India Ltd has introduced pizzas that start at Rs35, besides repositioning its brand through a new tag line it plans to launch soon.
“In the last two-three mon-ths, discretionary expenses have gone down due to inflationary pressure. (So) we want to be seen as an affordable and value for money brand,” said Dev Amritesh, the company’s senior vice-president of marketing. “It should not be out of reach for the people.”
“We are evolving the brand proposition by giving it an emotional touch. The Hungry kya tag line was more about functionality, while the new tag line (Khushiyon ki home delivery) is about connecting with consumers emotionally.”
Domino’s latest initiative follows a so-called brand transformation announced last month by fast food retail chain Pizza Hut that is owned by Yum Brands Inc. in India, which also has Kentucky Fried Chicken, Taco Bell, A&W and Long John Silver’s under its umbrella. The transformation involved launching an “enhanced dine-in” concept, as well as a new logo and tag line that says Stories Happen.
“Our effort is aimed at providing value-for-money to consumers by enhancing dine-in experience, said Anup Jain, head of marketing at Pizza Hut. He added that customers are also likely to cut down expenses by moving down from expensive restaurants to those that offer a similar experience at more affordable prices.
Shyam S. Bhartia and Hari S. Bhartia are promoters of Domino’s Pizza India Ltd, which holds the master franchise for India and Nepal for Domino’s Pizza. The promoters of HT Media Ltd, which publishes Mint, and promoters of Domino’s Pizza India Ltd are closely related.