Domino's India Unveils Exciting Brand Refresh: Fresh Look, Same Great Taste

Jubilant FoodWorks Limited, the exclusive master franchise rights holder for Domino's Pizza in India,

has announced a brand refresh for its flagship pizza brand. The refresh includes upgrading hundreds of pizza stores, new packaging, and a marketing campaign aimed at prompting more people to choose pizza over local cuisine which they can't miss no matter where they are.

Image source afaqs

Domino hopes to increase pizza's share in the $50 billion food services market in India, where pizza currently only accounts for $1 billion of the market.

What's the objective of this company?

To make pizza the top choice for consumers by gaining more mindshare within the category, ahead of traditional Indian dishes such as dosa-sambar, vada pav, and samosa.

This well-known food company focuses on four aspects, including store infrastructure, packaging, delivery riders' uniforms and bikes, to bring the brand to life in a 360-degree manner.

Jubilant FoodWorks has already opened nearly 100 stores with the new identity, and new boxes are now reaching millions of homes. The company plans to renovate about 100 restaurants by the end of the current financial year. With 1,888 Domino’s stores across 397 cities in India, the company aims to cover all of its outlets under the brand refresh eventually.

Image source Posist

Internally, Jubilant FoodWorks aims to achieve four things, including launching a 20-minute delivery in the top seven cities, revamping the organization to reach ₹7,000 crore for Domino’s, introducing a new brand identity, and continued investments in technology.

Consumers are feeling the pinch of high inflation in India, which has squeezed middle-income households over the past 18-24 months, causing them to seek discounts. However, he expects growth rates to improve in the next one or two quarters, with the correction of inflationary pressures and the expected wage increments in April-May.