This document summarizes the entry and growth of Domino's and Pizza Hut in the Indian pizza market from 1996 to present. It discusses how pizza was initially seen in India, and how the two major US chains entered the market in 1996 seeing an opportunity. It then outlines the expansion of each chain over the years, with Domino's reaching over 5,400 stores in India today, making it the 2nd largest market. The document also summarizes the key strategies each chain used such as localizing menus, competitive pricing and promotions, and expanding their reach through non-traditional and digital channels.

1. By- Mehul Galhotra

2. Earlier Picture Of Pizza in India
Until 1996, Pizza in India was
synonymous only a bready
dough base slathered with some
ketchup.

3. OPPORTUNITY
•There was an
opportunity to
grab emerging
market in India
•Domino’s and
Pizza Hut, the two
big US fast food
chains entered
India in 1996.

4. DOMINO’S MARKET PRESENCE
•Domino’s entered India
in 1996 through a
franchise agreement
with Vam Bhartia
Corp.( now-Jubilant
Foodworks Limited).
•The first outlet was
opened in Delhi.
•By 2000, Domino’s had
a presence in all the
major cities and towns
in India.
•Now India has become
2nd largest Market.
5,438
1,126
986
672
642
493
488
446
441
349 220
NO. OF STORES
U.S.
INDIA
U.K.
MEXICO
AUSTRALIA
JAPAN
TURKEY
CANADA

5. PIZZA HUT MARKET PRESENCE
•Pizza Hut entered India in
June 1996 with its first
outlet in Delhi.
•Pizza Hut had four
company-owned
franchisees - Universal
Restaurants Pvt. Ltd.
(Delhi, Uttar Pradesh and
Rajasthan), Specialty
Restaurants Pvt. Ltd.
(Punjab), Dolsel
Corporation (Gujarat,
Karnataka and Andhra
Pradesh), Pizzeria Fast
Food Pvt. Ltd. (Pune and
Tamilnadu) and Wybridge
Holdings (Mumbai).
360
0
50
100
150
200
250
300
350
400
INDIA(2017)
NO.OF STORES
NO.OF
STORES

6. USP’S OF PIZZA WARRIORS
USP OF DOMINO’S USP OF PIZZA HUT

7. 360
700
1,126
2000
0
500
1000
1500
2000
2500
NO. OF
STORES(2017)
NO. OF
STORES(2022)
PIZZA HUT
DOMINO'S
Linear (PIZZA
HUT)
Linear
(DOMINO'S)

8. CONTD….
Localizing the Menu STRATEGY(DOMINO’S)
•Since its entry into India,
Domino’s introduced nine new
toppings for Pizzas to cater to
the local tastes.
•Deluxe Chicken with Mustard
Sauce’and Sardines were
confined to the East, Mutton
Ghongura and Chicken
Chettinad to the South and
Chicken Pudina to Mumbai.
Butter chicken, Makhani
Paneer and the Chatpata
Chana Masala were confined
to the North.

9. CONTD….
Localizing the Menu STRATEGY(PIZZA HUT)
•Pizza Hut followed
Domino’s and offered
customized Spicy
Paneer and Chicken
Tikka toppings.
•Also opened a 100%
vegetarian restaurant at
Ahmedabad.
•Also opened the
restaurant in
Hyderabad, (Andhra
Pradesh) which offered
Halal meat and chicken
only with no beef and
pork products in the
menu.

10. CONTD….
Pricing and Promotional STRATEGY
•Domino’s sold a large Pizza
for Rs 265.
•However, with competition
increasing from Pizza Hut,
Domino’s introduced the
Pizza Mania scheme where it
offered a large pizza for
Rs.129/-.
2500
5000
0
1000
2000
3000
4000
5000
6000
PRICE OF
PIZZA(RS.265)
PRICE OF
PIZZA(RS.129)
WEEKLY SALES REPORT
NO. OF PIZZAS
SOLD IN A
WEEK

11. CONTD….
•Both Domino’s and
Pizza Hut were
concentrating more on
data base marketing
and BTL activities and
special offers.
•Domino’s was
spending 50% of its
total marketing budget
on special offers and
discounts along with
delivered direct mailers
and pizza training
classes.

12. CONTD….
PAN IN YOUR NAME-PIZZA HUT
•In 1998, Pizza Hut also launched a promotional campaign to
attract the customers. It had a contest where it offered a free
pizza to anybody with the word Pan in his/her name - for
example, Pankaj.

13. CONTD….
BARAH NAHI TOH TERA - PIZZA HUT
•In November 2000, Pizza Hut introduced a scheme (if not served in
12
minutes, it is yours free). The scheme offered a speed lunch in 12
minutes for Rs.89. One second over 12 minutes guaranteed that the
customer would get it for free.
•This leads Domino’s to cut their Pizzas Prices.
•For instance , the price for a no-frills cheese pizza was down from
Rs.75 to Rs.49. A 10”pizza with at least three toppings was available
for Rs.119 as against the earlier price of Rs.225.

14. Going Places STRATEGY
•Domino’s was also
looking at non-
traditional outlets
like large corporate
offices, railway
stations, cinema
halls and university
campuses.
•Pizza Hut planned
to open an additional
five restaurants in
Mumbai and 30
restaurants across
major cities in India,
by 2001 end.

15. MARKETING STRATEGIES
NOWADAYS
•BTL ACTIVITIES
•DIGITAL
MARKETING- Mobile
App;Google Ads; Promo
Codes
•TIE-Ups WITH
VARIOUS FOOD
VENDORS LIKE-
ZOMATO;FOOD PANDA
•ORGANISING
ANNIVERSARY
FUNTIONS
•UNLIMITED PIZZA
DAY

16. THANK YOU