Dominos Pizza: From Serving Hunger To Delivering Happiness
Posted in Marketing & Strategy Articles, Total Reads: 4143
, Published on 25 April 2013
“Hungry kya?” to “Ye hai rishton ka time”, Dominos’ brand yatra saw an interesting proposition journey always revolving around customer satisfaction. Dominos has moved up the brand ladder, from positioning itself as a functional fulfillment product to an emotionally connected product.
Before Dominos, Pizza was a delicacy enjoyed only by the affluent at five stars or high-end Italian restaurants. Dominos opened its first store in India in 1996 in GK I, New Delhi. Until then the concept of organized pizza retail was unheard of and the task of making pizza for masses and not just for classes, seemed daunting. Dominos took the challenge and undoubtedly, emerged a winner. As per Euro Monitor Report 2012, Dominos command 55% market share in organized pizza market with 70% share in the home delivery segment. And the reason for such a break away succes of Dominos is three fold. Firstly, it used ingredients that were from the Indian staple diet, secondly, it always kept its focus on consumers and thirdly, it maintained the core essence of the brand i.e “Promise of shared joy”.
Dominos’ journey to the top can be divided into three phases. The first phase saw the brand educating the consumer about how when they felt hungry they should try the tasty pizzas through the “Hungry Kya?” positioning. It used all modes of media like TVC, door hangers, flyers with discount coupons, etc to reach its customers.
The second phase was the phase of brand differentiation. Dominos decided to bring its global USP of “home delivery” into play and decided to tap into this previously untried concept in India. Dominos launched the “30 minutes or free” campaign and gained popularity for its reliability. It also introduced customers to the convenience and enjoyment of consuming hot pizza in the comforts of their home. It led to consumer’s identifying with Dominos for its excellent service levels and thereby increasing consumption. It amassed great love and appreciation from consumers all over and still remains as the most successful proposition offered by the brand.
In the third phase, Dominos decided to form an emotional connect with its TG and repositioned itself as “Kushiyon ki Home Delivery” in 2008. With that, it moved to a new level of interaction with the consumers. Till now it only appeased their palates, now it moved their hearts. The whole campaign saw them touching the emotional side of the consumer stepping into their houses and making Dominos pizza as a reason for their happiness. Moving recently to “Ye hai rishton ka time”, Dominos says the story of pizza time being the time to bond, enjoy and make stronger relationships with friends and family.
The most striking feature of Dominos’ campaigns is its low cost and high impact. Dominos never had any star as its dedicated brand ambassador. Anupam Kher and Paresh Rawal were chipped in at different times but more on the demand of script than as face for Dominos. The whole Dominos brand history speaks a magnificent story of how a campaign can become a delight to watch provided they focus on the right thing, the consumer. Also, one thing that has been common through out its campaigns is focus on increasing the consumption occasions. Be it “Hungry Kya?” or “Ye hai rishton ka time”, the focus has been on increasing the consumption.
Currently, Dominos owns 515 stores in 112 cities with penetration into new cities like Vijayawada and Bharuch. In 2012, Dominos launched Spicy Twistyz Pizza Breadsticks and Potato Smacker Wedges that are pretty cost effective and more recently, it introduced Taco Indiana Veg and Chicken to give its customers a taste of Mexican food with Indian flavors. These new offerings have helped Dominos diversify its offerings and enhance its appeal to existing as well as new customers.
So, it will be fair to say:
“Come rain or sunshine, Dominos never leaves you with an empty intestine.”