{"id":13225,"date":"2023-02-10T16:41:47","date_gmt":"2023-02-10T11:11:47","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=13225"},"modified":"2023-02-10T16:41:47","modified_gmt":"2023-02-10T11:11:47","slug":"dominos-brand-building-a-case-study-in-perseverance","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/dominos-brand-building-a-case-study-in-perseverance\/","title":{"rendered":"Domino\u2019s: A case-study of Pizzas and Perseverance"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13225\" class=\"elementor elementor-13225\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1980748 elementor-widget elementor-widget-text-editor\" data-id=\"1980748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Both Domino\u2019s and Pizza Hut opened their first outlet in India in 1996. Pizza at that time was an alien concept for many Indians. For a newly liberalized economy that envied the unbridled freedom of the American way of life and aspired for American brands (like Coke, Ray Ban, Levi&#8217;s, etc), Pizza was seen more as a slice of American life rather than an Italian dish.<\/p><p>So, both Pizza Hut and Domino\u2019s had a tall task ahead of them- of building the \u2018pizza\u2019 category in India. Interestingly, both took a different route. Today, about 26 years later, performance wise they both are at different places and may be the route they took made a lot of difference to how far they travelled and where they eventually landed.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07a0887 elementor-widget elementor-widget-heading\" data-id=\"07a0887\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Preparing the Base<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79a9d20 elementor-widget elementor-widget-text-editor\" data-id=\"79a9d20\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>While Domino\u2019s focused on building a \u2018delivery first\u2019 brand, Pizza Hut started off as a fine dining brand. For Pizza Hut- the place was as important as the pizza. The ambience, activity and pizza \u2013 all three formed the package. \u201cRing the bell if you had a good time\u201d was the perfect culmination of this \u2018sum total\u2019 of your experience at Pizza Hut.<\/p><p>Domino\u2019s on the other hand, was almost a contrast to Pizza Hut. The Pizza was the hero, not the place. More importantly, rather than celebrating the experience (like Pizza Hut), Dominos started to harp on the promise of predictability- the 30-minute delivery.<\/p><p>Interestingly, when both started out- Pizza itself was a novel idea for most Indian consumers. So, Pizza Hut\u2019s pitch of being an occasional indulgence (eating out in a fine dining was definitely an indulgence in the 90s) with the entire razzmatazz of experience made sense. Consumers, dressed in their best outfits flocked to Pizza Hut to bite into that experience.<\/p><p>But it was a double whammy for Domino\u2019s \u2013 which apart from building the category of pizzas was trying to build a category of \u201cin-house&#8221; consumption (outside food was mostly an eating out occasion back then). No doubt it would have been tough for the brand to resist the temptation of copying at least some bits of the \u2018experience model\u2019 of Pizza Hut.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-265b5ea elementor-widget elementor-widget-heading\" data-id=\"265b5ea\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Baking it with persistence and conviction\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b861ff6 elementor-widget elementor-widget-text-editor\" data-id=\"b861ff6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Despite temptations, Domino\u2019s stuck to its guns and that\u2019s the greatest lesson one can learn from Domino\u2019s- the lesson of perseverance and persistence in brand building. Dominos stayed true to its conviction that the \u2018pizza consumption\u2019 landscape will eventually change- that the biggest driver of consumption will not be indulgence\/ experience but sheer convenience.<\/p><p>Consumption patterns don\u2019t change overnight. It takes time- often years. But Domino\u2019s kept at it.<\/p><p>The \u201c30 minutes or free\u201d promise was a masterstroke. In a country that\u2019s generally lenient on time, a measurable promise of on-time delivery with a clear penalty clause (free pizza\/s) was unheard of. Such was the power of this promise that many people actually tried ordering pizzas for the first time, just to check if the brand could really honour its commitment.<\/p><p>Brands can also learn a lesson from Domino\u2019s on how to own a strong positioning through powerful storytelling. Domino\u2019s is one of those rare brands that has been both consistent and credible in its brand narrative, since the time of its launch. Over the last two and a half decades, through its advertising- Domino\u2019s has beautifully reinforced its brand promise and given us some of the most memorable tag lines- ta-ra-ra-ra-ra-ri, pizza aaye free, Yeh hai rishton ka time, khushiyon ki home delivery. It would be fair to say that though the product (pizza) was a western offering, the carefully crafted, emotionally engaging narrative gave the brand an Indian soul and a wider mainstream appeal.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30737be elementor-widget elementor-widget-video\" data-id=\"30737be\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=t4p3q_a1bIk&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a3b1d4c elementor-widget elementor-widget-video\" data-id=\"a3b1d4c\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=Gj9he9jHKkA&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3964ccd elementor-widget elementor-widget-video\" data-id=\"3964ccd\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=2_vwM5Doqr4&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e6a22a elementor-widget elementor-widget-text-editor\" data-id=\"4e6a22a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>It\u2019s the result of such consistent messaging that today brand Domino\u2019s is synonymous with pizzas and the 30-minute delivery promise. There are very few brands in India that are so sharply positioned and so tangibly live their promise.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f0b5446 elementor-widget elementor-widget-heading\" data-id=\"f0b5446\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Adding just the right toppings to keep it exciting\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-448094e elementor-widget elementor-widget-text-editor\" data-id=\"448094e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Domino\u2019s has also been quite clever at incrementally innovating its offerings. Keeping a close eye on local tastes, brand innovations are conceptualized to tap on to a specific gap or a business opportunity. Be it garlic bread sticks, as a side product, \u2018Pizza Mania\u2019 range \u2013 quality pizzas at affordable prices to drive trials; Peppy Paneer Pizzas to cater to vegetarian tastes; Choc\u00f3 lava cake as an add-on dessert, exotic Italian pizzas as a premium gourmet offering, International flavors marketed as \u201cWorld Pizza League\u201d to ride on the IPL frenzy (a big home delivery event) or recent launch of India\u2019s first plant-based protein pizza to catch up with the healthy eating trend- all the offerings from Domino\u2019s seem to be underpinned by a clear strategic intent.<\/p><p>Of course, not all of them have struck gold. But the ones that have worked- have become a strong supporting cast for the hero dish of pizzas. In addition, during and post-pandemic, the brand also pioneered the concept of zero-contact delivery- with its product untouched by human hands right from preparation to delivery.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3413c0d elementor-widget elementor-widget-heading\" data-id=\"3413c0d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Savouring the slice of success\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e21a62b elementor-widget elementor-widget-text-editor\" data-id=\"e21a62b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The greatest lesson that brands can learn from Domino\u2019s is the lesson on scaling up the business and building a category without losing the quality and efficiency of delivery.<\/p><p>The numbers speak for themselves &#8211;<\/p><p>Present in 337 cities, Domino\u2019s is the country\u2019s largest food service chain that crossed the milestone of 1500 stores in 2022 (India is the only country after the US where the brand has crossed this threshold), adding 230 new stores and 48 new cities in FY\u201922 alone.<\/p><p>Empanelled as an official (IRCTC) catering partner for delivering pizzas to passengers, this facility is available at more than 200 stations across India. More than 90% of all pizzas are delivered within the 30-minute delivery deadline and over 70% are delivered under 20 minutes.<\/p><p>The pandemic period in particular marked a momentous shift in online ordering for Domino\u2019s with the brand witnessing a significant jump in delivery sales contribution through online ordering (from 75% to 85%) that has since then risen to 98% in FY\u201922. Interestingly, the brand also seems to have ramped up its tech side, with app downloads almost increasing by ~3.7x from 8mn in FY\u201919 to 30.2mn in FY\u201922- a number that currently stands at 50 Mn.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d2f1b49 elementor-widget elementor-widget-heading\" data-id=\"d2f1b49\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Who stole my Cheese?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ffa71bf elementor-widget elementor-widget-text-editor\" data-id=\"ffa71bf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Realizing that Domino\u2019s model is more viable commercially and that the market is increasingly moving towards delivery, Pizza Hut started changing the format of its stores. From an average of 2,000-2,200 sq ft stores in 2015, the stores shrunk to 1,200-1,300 sq ft in 2020. During the same time, the \u2018concept\u2019 stores\u2014the huge experiential ones\u2014also dipped in terms as a percentage of overall stores: From 66 percent in 2015 to 26 percent in 2020 while the percentage of QSR stores jumped: From 34 percent to 74 percent.\u00b9<\/p><p>This late realization and a sense of desperate catch-up also reflect in their communication on mass media &#8211; new ads, new celebrities, new crusts and new dishes that sometimes border on bizarre (remember Birizza?)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c1af2fc elementor-widget elementor-widget-video\" data-id=\"c1af2fc\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=uOE4vd1GC7E&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8024ab elementor-widget elementor-widget-text-editor\" data-id=\"c8024ab\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Pizza Hut is trying to shrug off the image of a fine-dining restaurant in India and strengthen their delivery format, however despite the changes in format and even a dedicated marketing campaign to announce the same (\u201cDil Khol Ke Delivering\u201d), the entrenched notions will take time to change.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c205d1 elementor-widget elementor-widget-video\" data-id=\"5c205d1\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=JeGzGB-Gsb4&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a81c39 elementor-widget elementor-widget-text-editor\" data-id=\"7a81c39\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The Indian CMO of Pizza Hut summarized this dilemma: <em>\u201cWe were not perceived as a delivery brand\u2026..in order to be seen as a delivery brand, people must be aware of the fact that Pizza Hut was big on delivery\u2026.. changing perception is a much harder job for a marketing person than changing reality.\u201d<\/em><\/p><p>Currently Domino\u2019s has more than 50% share in the overall Indian Pizza market, while commanding a whopping 70% share of delivery whereas Pizza Hut stands at 29% share of delivery. App downloads of Domino\u2019s on Playstore are ~50x those of Pizza Hut. The revenue and geographic expanse of Domino\u2019s is almost double that of Pizza Hut giving it an enormous strategic advantage.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c2238d elementor-widget elementor-widget-heading\" data-id=\"4c2238d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Some speedbumps in Delivery\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71d0e33 elementor-widget elementor-widget-text-editor\" data-id=\"71d0e33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Domino\u2019s has set its eyes on a target of 3000 stores in the medium term, however, the market conditions are increasingly getting challenging.<\/p><p>Indian Pizza Market for one is getting fragmented. While on the one hand cloud kitchens are launching their own delivery-first pizza brands (e.g. Ovenstory, Mojo Pizza) on the other hand as consumers get more sophisticated in their tastes and delivery options get easier, even gourmet and speciality Pizzas could start taking a pie of home consumption occasion. Hence, Aggregators dominating the delivery side of the business could be a potential challenge for Domino\u2019s.<\/p><p>To be fair, Domino\u2019s seems to be cognizant of this challenge and is constantly ramping up its tech experience by making its app more user-friendly and deploying a dedicated in-house strategy and insights team that customizes consumer experience using predictive analytics. As an excerpt from the FY22 Annual Report of Jubilant Foodworks reads:\u00b2 <em>\u201cToday in Domino\u2019s app, the customer is shown a personalized menu based on the predicted preferences, which greatly helps reduce order time\u201d<\/em>. These changes seem to be working- Domino\u2019s app is currently among the best-rated food-delivery apps on Playstore with an aggregated rating of 4.5.<\/p><p>Also, the rising appetite of Indian consumers to experiment and the increasing number of alternatives available today when it comes to eating outside can make it even more competitive for Domino\u2019s.<\/p><p>But for a brand of Domino\u2019s size, it\u2019s almost unrealistic to expect that the momentum of growth will continue at the same pace. It is bound to face challenges. It will be interesting however to see how the brand will tide over these.<\/p><p>Here\u2019s hoping Domino\u2019s delivers happiness. Always.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-960250d elementor-widget elementor-widget-heading\" data-id=\"960250d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Sources<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-45f30c4 elementor-widget elementor-widget-text-editor\" data-id=\"45f30c4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ol><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.forbesindia.com\/article\/take-one-big-story-of-the-day\/delivery-is-on-can-pizza-hut-grab-a-bigger-slice\/72061\/1\" target=\"_blank\" rel=\"noopener\">https:\/\/www.forbesindia.com\/article\/take-one-big-story-of-the-day\/delivery-is-on-can-pizza-hut-grab-a-bigger-slice\/72061\/1<\/a><\/span><\/li><li>FY\u201922 Annual Reports of Jubilant Foodworks and Devyani International Limited (the Indian Franchisee of Pizza Hut)<\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Both Domino\u2019s and Pizza Hut opened their first outlet in India in 1996. Pizza at that time was an alien concept for many Indians. For a newly liberalized economy that envied the unbridled freedom of the American way of life and aspired for American brands (like Coke, Ray Ban, Levi&#8217;s, etc), Pizza was seen more [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13230,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Domino\u2019s: A case-study of Pizzas and Perseverance - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Domino\u2019s is a great case study in the use of perseverance as a brand building strategy. 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