Price war between dominoes and pizza hut for the Indian fast food market share

1. Raj Kumar Singh

2. • Both Dominos and Pizza Hut entered in 1996.
• Both are US based fast food chains.
• Faced competition from street food corners, fast food
chains and restaurants.

3. • DOMINO’S & PIZZA HUT
• Both claimed to have original recipe of pizza making
• Both customized their offerings (though pizza hut
followed domino‟s )
• Both concentrated on database marketing
• Both introduced coupons, discounts and special offers
• Both used promotional campaigns involving customers
directly
• Both wanted to establish themselves as a Brand

4. PIZZA
HUT
46%
DOMIN
O'S
22%
OTHER
S
32%
MARKET SHARE 1999 PIZZA
HUT
18%
DOMIN
O'S
70%
OTHER
S
12%
MARKET SHARE 2000

5. • Over the period since 1996, Domino‟s Pizza India has
remained focused on delivering great tasting Pizzas
and sides, superior quality, exceptional guest care
and value for money offerings. We have endeavored to
establish a reputation for being a home delivery
specialist capable of delivering pizzas within 30
minutes or else FREE to a community of loyal consumers
from all our restaurants around the country. (Source-
Dominos Site)
• Brand Tag Line Hungry Kya?

6. Source: Corporate
Communication
Dominos and Jubilant
Food Works-Sylvia
Dutta (Corporate
Relation)

7. • Restaurant Dinning Experience
Conversation, Memories, Laughter, Togetherness

8. Repositioning in 2008

9. Dimension of
Comparison
Dominos Pizza Hut
Unique Selling
Proposition
(USP)
30-minute Home
Delivery Frame
Dining Experience
Market Penetrations
strategy –
Redefining their recipes
a)Customizing the recipe
as per the “Different
Regions”; then adding
taste factor.
b) Simplified ordering
system – SINGLE toll
free number.
c) Very fast growth in
terms of number of
outlets:
from 1(1996) to
101(2001)
a)Redefining the recipes
suiting the Indian tastes
“No differentiation
region-wise”
b) No such provision in
Pizza Hut‟s case.
c) Pace of growth was
slow.
Juts 19 outlets in the
same period of time
4P

10. Dimension of
Comparison
Dominos Pizza Hut
Product Pizza - High Localization;
even based on different
regions.
Trendsetter in localization.
Recipe redefining as per the
Indian taste.
Following Dominos in
localization.
However; opened 100%
vegetarian restaurant.
Customization based on
Religion – Jain
City specific – Hyderabad(Halal
meat)
Price Initially high price; as key
ingredients sourced from
Australia and Spain.
Competition with Pizza Hut
resulted in Price cuts,
discounts.
Initially high price; as Pizza Hut
offer “Comeback Value to our
customer” because of its USP –
Dining Experience.

11. Dimension of
Comparison
Dominos Pizza Hut
Promotion Introduce Pizza mania
(Large Pizza – Rs.129/-)
Discount coupons
Tie-up with Discovery Channel –
Co branding
Direct Mailing and Pizza Training
Classes
Campaign like – Pan in
your Name
Innovative Menu – Pizza
Pooch menu and Pizza
Pooch Birthday Package
One Rupee Pan deal
Barah nahin to Tera
scheme
Place Most robust and efficient Supply
Chain – resulted in to reduce
cost.
Strategic set up of commissaries
for raw material supply.
Tie up with real estate consultant.
Targeting on non traditional
outlets like Corporate office,
railway stations, cinema halls etc.
Not much focused on
supply chain; rather
focused on “dining
Experience”

12. Dominos Pizza Hut
Product •Pizza with promise of
fast delivery
•Offers mainly Pizza
along with pasta, cakes
and few other side
dishes
•Mainly focused on pizza
•Casual dining
experience as well as
fast delivery (PHD &
Restaurants)
•Also offers a wide
variety of pasta,salads,
soups, desserts,
beverages etc.
•Less than 50% of sales
is from pizzas
Price •Concentrates mostly on
the lower to middle band
•Caters mainly to price
sensitive segment.
•Lowest Offering is at
Rs. 39
•Starts from lower end
and goes up to an upper
end
•Caters to many price
and taste segments
•Lowest offering is at Rs.
44

13. Dominos Pizza Hut
Promotion •Coupons
•Bundling
•Offers
•Encourage online
ordering
•Coupons
•Bundling
•Offers
•Encourage online
ordering
Place •500 stores across 110
cities
•Conveniently located for
fast delivery
•Encourages online
ordering
•121 stores across 34
cities
•Located at places where
people visit more for
leisure (Casual Dining)
•Opened PHD for
catering to home delivery
•Also encourages online
ordering

14. Menu

15. Promotion- Dominos

16. Promotion- Pizza Hut
1 2

17. Schemes for High value customer
from their Life time value study

18. Consumer
Evolution
Self
Actualization
- Happiness
Basic Need - Hunger
“Khushiyon ki home delivery”
“Hungry Kya”

19. Experimental phase with
brands
Not demanding in terms
of taste & flavours
Switched on - offers
OLD CONSUMER
Experimental phase with
taste
Extremely demanding in
terms of taste & flavours
Different brands for
different occasions
Switch on – occasion vs
deal tradeoff
NEW
CONSUMER
MULTIPLE TARGET
POINTS
 General eating out –
friends / casual
 General eating out -
family
 Personal occasions -
birthdays etc celebrations
 Corporate occasions

20. DIRECT COMPETITION
• Nirulas‟
• Papa Jones
INDIRECT COMPETITION
• Local food stands / shops
• McDs
• KFC
• Food sections in malls
• Coffee shops
• Other Restaurants (Big Chills
etc)
Brands moving from „Single segment target‟ towards „Multi segment
target‟
US based Papa John's, which entered the country in 2006, has decided
on a major shift in strategy - to convert its dine-in outlets to a delivery
format, called 'Delcos' since the former was simply not that profitable.

21. 250,000 PIZZAS BEING DELIVERED EVERYDAY
THIS NUMBER IS EXPECTED TO DOUBLE IN NEXT
3-4 YEARS
INDIANS SPEND 20% ON EATING OUT