Pizza chain Domino’s India on Tuesday announced a rebranding exercise along with the launch of its latest campaign, ‘It Happens Only with Pizza’ (IHOP).
The exercise includes a new design for the QSR chain’s iconic blue pizza boxes and staff uniforms, along with revamped dine-in areas and a greater push to communication on digital platforms. The company has also launched a brand anthem composed by Prasoon Joshi, and put up a first-of-its-kind 3D anamorphic billboard in New Delhi.
Currently, the company is the market leader in the organised pizza market with a 50% market share. It also dominates the pizza home delivery segment with over 70% share.
With its new ad, the company aims to promote pizza as a dish for every important occasion, increasing its intake from just three times a year per consumer to more, it said. With IHOP, Domino’s is also attempting to “revitalise the brand” and reach out to Gen Z and Millenials in a more “vibrant” fashion, the company added.
The company is expanding at a rate of almost 200 new restaurants every year and is present in over 400 cities, according to Sandeep Anand, EVP and CMO at Domino’s India. It plans to expand to 500 more within the next few years. As part of the brand refresh, it is giving a greater push to dine-in to command more of the market share in the space, where it competes with rival chains such as Pizza Hut. To this end, it is revamping over 100 restaurants by the end of this year.
“Our brand relaunch gives us various elements that we can couple with our existing renovations,” points out Anand. The company is also planning to reduce its delivery timing even further — up to 20 minutes from the existing 30-minute delivery guarantee. Currently, 65% of the company’s revenue comes from delivery while 35% comes from dine-in, adds CEO Khetarpal.
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