Wonder Woman:
Fusion may work for Pizza Hut, but it hasn’t for Domino’s. Not that it’s giving sleepless nights to the international chain, which dishes out four million pizzas a month from its 411 stores in 98 cities, making India its fifth largest market internationally, and the biggest in Asia. Domino’s is also the country’s top cheese consumer and the biggest player in the food service industry by virtue of its geographical reach.
The 3 Cheese Pizza, the chain’s newest offering, is in sync with its strategy to resist the temptation of piling up Indian toppings. ” Indians don’t see pizza as alien food,” says Harneet Singh Rajpal, Vice- President ( Marketing), Domino’s Pizza India, explaining the rationale driving the chain’s positioning of its products.
Cheese Pizza, with which Domino’s has rewritten the rules of the genre by introducing a new base made with gouda and cheddar in addition to the standard mozzarella, is just the kind of ” indulgent food” ( to quote Rajpal) you’d want at a time when it’s unrelentingly grey and chilly.