Jubilant Foodworks Ltd, established in 1995 as Domino's Pizza India, operates 749 Domino's outlets and 34 Dunkin' Donuts locations across India, holding a 67% market share in the organized pizza market. The company, led by CEO Ajay Kaul, focuses on brand innovation, growth, and localization strategies for sourcing and distribution to enhance efficiency and customer satisfaction. Recent initiatives include launching new products and expanding restaurant networks to cater to regional preferences while maintaining a 30-minute delivery promise.

1. Jubilant FoodWorks
Tejas Jadhav
Aditya Shetti Follow me on Twitter @adit7777

3. Company Background
 The company was incorporated on 26 March 1995
as Domino's Pizza India Private Ltd and began
operations in 1996. It changed its name to Jubilant
FoodWorks Ltd in 2009. Jubilant FoodWorks got
listed on the Indian bourses in February 2010. The
company opened India's first Domino's Pizza outlet
in New Delhi in 1996.
 On 24 February 2011, Jubilant FoodWorks Ltd
signed a master franchise agreement with American
coffee house chain Dunkin' Donuts to operate the
brand in India. The stores are wholly owned by
Jubilant FoodWorks, who pay a royalty fee to
Dunkin' Donuts.
 On 19 March 2014, the 700th Dominos Pizza outlet

4. Company Fact Sheet
 Domino's Pizza operates 749 stores in 152 cities as of
May 2014.
 Jubilant FoodWorks operates 34 Dunkin' Donuts outlets
in 10 cities as of August 2014.
 Present in 11 cities across Delhi, NCR, Chandigarh,
Punjab, Uttarakhand, Haryana and Maharashtra
 Growth in Domino’s Pizza network
 Presence of Domino’s Pizza network in new cities Vellore
(Tamil Nadu), Nanital (Uttranchal), Karad (Maharashtra),
Durg (Chhatisgarh), Katra (Jammu & Kashmir),
Davangere (Karnataka), Manesar (Haryana) and
Rajnandgaon (Chhatisgarh).
 The Company is the market leader in the organized pizza
market with a 67% market share in India.
 Total number of employees as on 30 June 2014 stood at
25,780.

5. Ajay Kaul
 Ajay Kaul has been the CEO of Jubilant FoodWorks Ltd
since February 7, 2005. Mr. Kaul has over 20 years
experience in industries such as financial services,
airlines, express distribution and logistics and food
retail.
 Prior to joining Jubilant FoodWorks Ltd, he worked in
Indonesia as the Country Head of TNT Express
Division. He worked with Modiluft and American
Express TRS.
 He has been a Whole Time Director of Jubilant
Foodworks Limited since March 14, 2005. He holds a
Bachelor’s degree in Technology from Indian Institute of
Technology, Delhi and an MBA from XLRI, Jamshedpur.

6. Management _ Key Members
Name Designations
Ajay Kaul Wholetime Director & CEO
Arun Seth Independent Director
Dev Amritesh COO & President
Hari S Bhartia Co-Chairman & Director
Mona Aggarwal Co. Secretary & Compl. Officer
Mona Aggarwal Secretary
Phiroz Vandrevala Independent Director
Ramni Nirula Independent Director
Ravi S Gupta CFO & President
Shyam S Bhartia CEO
Shyam S Bhartia Chairman & Director
Tarun Bhasin COO & President
Vishal Marwaha Independent Director

7. SWOT Analysis
Strength
 Huge popular brand name and high brand loyalty
 High number of products
 Hygienic food and quick service
 Leader in online & mobile ordering.
 Strong brand equity supported by heavy advertising
& marketing campaigns.
Weakness
 High fat and high calorie food not good for health
conscious people
 High staff turnover due to lack of training and
development.

8. SWOT Analysis
Opportunity
 Improve efficiency and home delivery service
 Introduction of new flavor additives and pizza toppings
that are region specific can be a good stride for Domino’s.
 The distribution network should be further strengthened
so as to ensure market penetration in the existing markets
at maximum optimum levels.
Threats
 Intensive competition from a fragmented number of small
competitors
 Changing consumer habits towards healthier food
choices.

9. Financials
Ratio 2013 – 14 2012 - 13
Gross Profit Margin 10.35 13.47
Current Ratio 0.64 0.68
Quick Ratio 0.59 .057
ROCE 36.57 45.27
Operating Margin 14.79 17.36
Inventory Turnover
Ratio
53.16 60.04
Earning Per Share 19.22 20.70

10. Sourcing Strategy
Strategy for procurement
 The company decided to outsource the raw
materials to overcome the problem being faced in
case of Domino’s.
 Motive was to find the best quality product at the
lowest cost possible, based on agricultural map of
India.
Examples:
o Wheat from Jalandhar (Punjab)
o Spices from South India
o Cheese from Karnal (Haryana)
o Tomatoes from Bhubaneshwar ( Orissa) , etc.
 Raw materials like wheat brought in from Jalandhar
and sent to commissaries via refrigerated trucks

11. Sourcing Strategy
Finding regions with certain crops as their
specialty
 Specialty crop regions were identified throughout the
country.
 The task of processing was allocated to commissary
in that region.
For instance, the commissary for the eastern region
in Kolkata was responsible for buying tomatoes
(sourced from Bhubaneswar), processing them and
then sending them to all the other commissaries.
Similarly, the northern commissary had to deliver
pizza bases.
 This strategy reduced the issue of duplication as well
as perishability.

12. Sourcing Strategy
Strategy for Vendors
 Initially, many ingredients used to be imported by the
company.
 Nowadays, the whole process of procurement is
localised.
 The vendors are regularly visited by company executives
to supervise the functioning between the two sides.
 Once a quarter, there are random unannounced audits
and vendors keep complying to be on the supply map.
 Cheese, poultry, lamb, pepperoni, sauces, canned
veggies and condiments, dips and a bevy of choices
move from vendor factories to the four Domino's
factories or commissaries in Noida, Mumbai, Kolkata and
Bangalore.
 The processing of raw materials is done at respective
commissaries.

14. Supply Chain Management
Transportation of Materials
 The pizza dough and other items prepared in
commissaries are sent to the retail outlets again in
refrigerated trucks.
 Each truck is enabled with GPS trackers, which
enables the area logistics managers to access the
temperature status in any of these vehicles.
 Tracking is essential since offloading ingredients
from the frozen trucks needs to be done in 30
minutes flat as after that, the temperature rises to 5
degree Celsius.
 Lowering of cost was expected with third party
transportation.

15. Logistics
Suppliers
( Toppings and
Seasonings)
Wheat Dough Refrigerated
Commissary Retail outlet
truck

16. Business Model
Delivery in 30 minutes
 Domino's introduced an integrated home delivery system from
a network of company outlets within 30 minutes of the order.
 If the time taken to deliver the pizza is more than 30 minutes,
the pie comes free if it costs under Rs 300. And in case it costs
more than that amount, the company subtracts Rs 300 from
the bill.
Implementation of Delivery in 30 minutes
Order to Oven 4 minutes
Baking time in Oven 6 minutes
Cutting, Packing and Pick up 5 minutes
Delivery Time 8 minutes
Buffer (Traffic or Rain) 7 minutes
Total 30 minutes

18. Domino’s Pizza
 New restaurants openings
 City/Town coverage
Introduced new sides such as Lebanese roles, calzone
wraps, fresh pan pizza and spicy baked chicken
Introducing 10 new lip smacking pizzas
 The new refreshed menu includes 10 new pizzas with a
variety of new offerings in both the vegetarian and non-vegetarian
segments.
South India Pizzas
 A deliciously cheesy pizza with a new super spicy Andhra
chilli chicken topping made from favourite southern recipes.
 The innovative toppings are aligned to tastes and preferences
of South India and help cater to region specific preferences.

19. Domino’s Pizza
Launch of Domino’s Pizza Junior
JoyBox
 Junior JoyBox is a complete kid’s meal
and consists of a cheesy pizza slice, two
yummy breadsticks with oregano
seasoning, a delicious rainbow sprinkled
custard dessert, a fruit based beverage
and a toy.
 This enhances the company’s efforts to
tap a new segment and the potential to
drive frequency of consumption

20. Business Model
Online Ordering (OLO)
 Average OLO contribution to delivery sales in Q4FY14
was around 18%
 Mobile Ordering sales contribution to overall OLO was
around 15.5% during the quarter
 ~1.6 mn downloads of mobile ordering app across
various smart phones.

21. Dunkin’ Donuts
New Launches
 Wicked Wraps and Not So Wicked Wraps -
The range consists of both Veg and Non Veg
options. While the Wicked Wraps are
extremely high on the spice quotient, the Not
So Wicked wraps, as the name suggests, is
milder on the spice quotient
Iced Teas
The Tough Guy Brute Burger
New range of Dunkaccino
 Dunkin Donuts extended the range of
Dunkaccino with new flavors - Mocha Chip
and Jamaican Rum & Almonds Dunkaccino

24. Company Strategy
Network Expansion & Expand Audience base
 Pursue growth through restaurant additions in new and
existing cities backed by upgraded/expanded
commissary network.
 Sustain efforts to launch new restaurants in current
geographies as well as tap new cities.
 Target for launch of new Domino’s Pizza restaurants at
150 in FY15.
 Corresponding target for Dunkin’ Donuts at 25 new
restaurants.
 Dunkin’ Donuts to roll out across other parts of the
country.
Enhance brand development initiatives
 Laser sharp focus on creating higher levels of customer
satisfaction via innovative offerings for both Domino’s
Pizza & Dunkin’ Donuts.

25. Company Strategy
Brand and Menu development
 Product innovation and focused consumer targeting
in Domino’s Pizza & Dunkin’ Donuts to drive sales
volume.
 Concerted efforts to build on Dunkin’ Donuts new
positioning- “Get your Mojo back”.
 New range of iced teas and wraps.
“We look forward to building on our long-term
strategy to enhance operations, expand the foot-print
and extend our brands to drive our success.” –
Ajay Kaul

26. Stock Price and its performance
in the market
 1337.25 points as of 8th September
2014.