Domino’s Pizza, the pizza delivery company, which currently operates 125 store outlets across the country is planning to add 15 more stores by March 2007 and another 40 to 50 stores during 2007-2008. Domino’s will make an investment of Rs 50 crore to take their count of store outlets to 190 by 2007-08, reports the Hindu Business Line.
Domino’s Pizza is targetting to gain a dominant position in the domestic pizza market by increasing its present market share from 35% to 45% by 2007-08. The present domestic Pizza market, estimated at Rs 500-crore, is growing at 30% annually. Currently, a million pizzas are consumed every month and Domino’s see it’s potential increasing to about 10 million pizzas per month in the next 5 years.
The company has recently appointed Bollywood star Arshad Warsi as its new brand ambassador to reach out to its target audience between the age group of 25-35 years. Domino’s is spending around Rs. 6 crore to push its new product offering “Cheese Burst Pizza.”