With the goal of increasing pizza consumption and expanding the category’s share in terms of occasions, Jubilant FoodWorks is increasing its investments in the rebranding of Domino’s. The company has launched a 360-degree rebranding campaign with the goal of increasing brand awareness, particularly among Gen Z and younger millennials.
With the launch of a makeover campaign for its flagship pizza chain brand, Domino’s, Jubilant Foodworks hopes to accelerate the company’s growth in the upcoming years. According to senior officials, the company, which owns the master franchise for the American pizza brand in India, plans to launch new locations, redesigned restaurants, and innovative delivery systems.
“Our key priority is to triple down on investments behind brand Domino’s. The Indian food services market is pegged at about $51 billion, but the share of the pizza segment is only about $1 billion. Our job as the leading player is to ensure that the category share gets expanded. Out of 1,000 meal occasions in a year, pizza is consumed only thrice in the country. A 360-degree communication, including stores and delivery boxes, brings the experience in an integrated manner, allowing Domino’s to gain share of occasions,” said Sameer Khetarpal, MD & CEO of Jubilant FoodWorks Ltd, in a statement.
With nearly 1,900 Domino’s locations spanning 400 towns, Jubilant dominates the Indian quick service restaurant (QSR) chains industry. Today, the company introduced its newest campaign, “It Happens Only with Pizza,” which aims to broaden the definition of pizza consumption to include additional occasions. The company claims that although a consumer eats about 1,000 meals annually on average, pizza only accounts for a pitiful 0.3% of those meals, or 3 meals annually. It now expects to increase the proportion of meals that include pizzas gradually with its new promotion, which will boost sales.
