Case Study: Domino’s Navratra Menu with solution

1. Sulabh Tiwari

2. Background:
Millions of Indians are known to observe fast and refrain from consuming food grains and some other
ingredients during the nine-day Navratra festival. To tap into this ‘holy market’, leading fast-food chain,
Domino’s Pizza, temporarily introduced new pizza varieties especially for the fasting devotees. The
innovation was prompted by the fact that during Navratra, many fasting Indians refrain from eating certain
food ingredients. Consumption of certain other ingredients, correspondingly, hits a peak during these nine
days. A majority of those fasting prefer to consume only vegetarian food and avoid non vegetarian
altogether.
Strategies and Execution:
Customizing the menu to suit the consumer’s preferences during Navratra, First year, the chain offered all-
vegetarian snacks at nearly 164 outlets across Maharashtra, Delhi, Gujarat, Madhya Pradesh, Uttar
Pradesh, Haryana, Rajasthan and Chhattisgarh.
Looking at the response, they hoped to make it an annual feature of their business plan. Hence, next year
they launched a complete Navratra menu. The menu included sago pudding (Rs 55), a sweet dessert made
of milk and sabudana, topped with blue berries, and sabudana crispies (Rs 49) with tangy tamarind dip.
Also a special combo prized at Rs. 249 included Navratra Pizza made of singhadaatta ( water chest nut
flour ) served with sabudana crispies and sago pudding. Dominos claimed that they used only rock salt and
no ginger or garlic in preparing the same. 460-plus of Dominos 1,060 quick service restaurants (QSRs)
were converted into 100 per cent vegetarian in the states of Chattisgarh, Delhi, Haryana, Himachal
Pradesh, Gujarat, J&K, Madhya Pradesh, Punjab, Rajasthan, Uttarakhand and Uttar Pradesh and served
the above menu.

3. Promotion:
Dominos marketing team heavily promoted this menu using integrated marketing strategy which included
using social media, sms, print, outdoor and radio ads.

4. 1. What was the target buyer market for this menu& why this campaign was launched?
@The target buyer for this market is clearly people who follow Hindi religion and celebrate Navrata during
which they are not allowed to eat Non-Veg., Garlic and a few more exceptions. Keeping in mind all these
things Domino’s created a new campaign targeting a niche market: “Navrata Special” including a new pizza
and a few more starters specially for there customers who want to order during this period.

5. 2. Do you think Domino’s had to make major changes in standardization & grading, as well as distribution
of raw materials for this menu? Share your thoughts in brief.
@No, I don’t think Domino’s had to go through MAJOR changes as most of the items were already
available in their kitchens. They just had to create dishes that did not have a few ingredients without
compromising with their authentic taste. They definitely had to go through a few minor changes but that
won’t have troubled them much.

6. 3. Research online to find traces of this campaigns online promotion activities on social media & Youtube.
Any Links, Banner images you find related to these campaigns, must be added to slide as a proof of your
search.
@ https://twitter.com/search?q=domino%20navratri%20pizza&src=typd&lang=en

7. 4. Research online to find positive or negative reviews from consumers on this menu, take screenshot and
add them to slide.
@ Conversation between customer and pizza customer support later posted by customer on facebook.

9. 5. What are your thoughts about pricing, would you have tried such thing at this price, why or why not?
@ I never even bothered looking at the prices or the Navratra Menu because firstly I don’t celebrate Navratra
So I can eat whatever I want but I would definitely not visit Domino’s during Navratra’s if they keep it this way.
But it is good to know that Domino’s cares about all it’s customers even after knowing that a lot of people will
be disappointed!