India's largest pizza chain, Domino's has joined hands with packaged consumer goods major ITC Foods to launch ‘Domino’s Essentials’, it said Thursday. The delivery infrastructure of Jubilant FoodWorks arm will be leveraged under this partnership to help customers order everyday grocery essentials offered by ITC Foods.
This service will be initially rolled out for households in Bengaluru, followed by Noida, Mumbai, Kolkata, Chennai and Hyderabad.
Consumers can use the Domino’s app to order packs of Aashirvaad atta, and spices, including chili, coriander and turmeric powder.
Domino’s joins a growing number of companies that are using an available fleet of delivery executives to double up as carriers of essential goods such as staples, and personal hygiene products, especially at a time when disruption in supply chain, and transportation is making it hard for households to easily access goods of daily use. And as consumers are advised to stay at home, the need for delivery of essentials has only surged.
ITC Ltd sells staples such as wheat flour, spices, salt under the Aashirvaad brand, apart from a range of personal hygiene products like soaps and sanitisers, among other goods. However, the current partnership will see the two come together to ensure delivery of basic food items including wheat flour and spices.
ITC said that it has redoubled efforts to expand availability of food products across multiple trade channels.
“This valuable partnership with Domino’s during this pandemic will enable us to fulfill the rising demand for food products like Aashirvaad Atta and spices. I am sure consumers in Bengaluru and progressively other cities will greatly benefit from this collaboration by receiving essential food items at their doorstep during this time of being confined at homes," said Hemant Malik, divisional chief executive, foods division, ITC Ltd.
The feature rolled out on the Domino’s delivery app allows users to use digital payment mode to complete the order. Domino’s said its delivery executives will follow zero contact delivery to fulfill the order.
“We will use the Domino’s supply chain and delivery network to deliver essential goods such as Aashirvaad Atta, spices etc. at people’s doorstep. Customers can order using the Domino’s App and their order will be delivered safely and hygienically using Zero Contact Delivery," Pratik Pota, chief executive officer and whole-time director, Jubilant FoodWorks said.
The partnership between the two companies comes at a time the lockdown has impacted the country’s food services market that also provides employment to millions.
Apart from Domino's, the National Restaurant Association of India (NRAI) said it is encouraging employees of restaurants that are temporarily shut or those who are currently out of jobs to take up temporary employment with online grocer Bigbasket. The two made an announcement earlier this week, especially as online grocers are scrambling to fulfill orders across cities.
Over the last few days as India has been put on a strict lockdown to contain the spread of covid-19—demand for groceries has surged. However, restricted movement of goods and people has also disrupted the supply chain for large retailers, FMCG companies, and online retailers who have had to work on skeletal staff, and move goods with a limited supply of vehicles.