Is Singapore Ready For A Renewed Domino’s Pizza Effect?

Media Asia:

Domino’s Pizza is staging a comeback after a ten-year absence in Singapore, making it the latest American food brand to return to the city-state after a failed first attempt in the market.

Pizza is a US$35 billion industry and Domino’s gets a decent slice of that – about $1.5 billion. The chain, which was founded 50 years ago in Ypsilanti, Michigan, today boasts almost 9,000 stores that deliver more than one million pizzas a day.

But Domino’s had a tough time growing up in Asia in the late 1990s. The brand has traditionally been known for quickness rather than quality. Domino’s promised consumers delivery within 30 minutes. But for the high-speed on-demand society, even this wasn’t fast enough. Fifty stores across Hong Kong, Thailand and Indonesia were closed between 1997 and 2001. Domino’s also completely folded its five stores in Singapore in 2000.

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