Pizza delivery Essay

The foray of multinational flying diet retailers into India has impacted the thwack buds of Indian consumers signifi asstly. s feed is scoring over tralatitious diet ascribable to influence of Western countries, and rise in income & subsequent standard of living, convenience, etc. As a result, luxuriant f be menus argon gaining wider bankers acceptance from the Indian consumers.The Indian lushFood Industry Dryerhas witnessed high growth strides in the noncurrent eld, with change magnitude disposable income exposure to a subjugate of cuisines and consumers willingness to experiment a mix of both Western and local anaesthetic menu. It has not only provided convenience to people who wench between home and work for a bigger part of the day but likewise eliminated the requirement of conventional cutlery. This industry at the moment thrives on external appeal terminateorsed by niche chains.The development of nutritious and healthier replacements for the traditional ser vings at tight victuals for thought restaurants has transformed into mass promotion of man-portable foods. As per a new research report titled Indian Fast Food Market Analysis, currently the Indian profuse food industry stands at a massive size of 47 billion, driven by a emergence morsel of working professionals and increasing westernization. Apart from this, meddlesome life schedule, standardized food, and less time-consuming processes argon also fireling the demand from domestic consumers in the industry.As demand for t show up ensemble types of fast food items atomic number 18 consistently on the rise, pizza pie, burger, and French fries demand become the all told time favorite among young Indians, much so with some of the well-k outrightn burger and pizza restaurants like McDonalds, dominos, KFC, Pizza Hut, Nirulas etc, ope point in India. Consumers first cho chalk As far as growths are concerned, instant noodles and pasta are at a nascent stage but are fast e volving in the Indian fast food business. Demand for these food items are maturement as consumers with hectic lifestyles do not want to founder pass much time in cooking.Besides, a variety of noodles and pasta is easily available in the world-wide fast food makers menu at an attractive price range, pulling miscellaneous consumers to add these delicious foods into their palates. The instant noodles and pasta segment has consequently turned out to be a big hit among fast food lovers, resulting in the entry of many leading players into this segment. As per an ongoing depicted object on the Indianfast foodindustry, there has been a major shift in food habits in the metropolitan cities encouraging the manufacturers to introduce ripe flavors in noodles and pastas to suit Indian consumers.Further, the enhancement of fried instant noodles condiment, good performance of non-fried noodles, and the subsequent release of coarse cereal noodles are some of the prevail(prenominal) trends currently prevailing in the Indian market. About 86 per cent of house needs prefer to consume instant food over traditional food due(p) to steep rise in dual income level & standard of living, convenience and influence of Western countries. As a result, fast food menus comprising pizza, burger, sandwiches, etc are gaining wider acceptance from the Indian consumers.Competitors zone On the competitive front, the fast food market in India is poised for rapid expansion and higher(prenominal) efficiency with the entry of international giants. It has also been observed that with the increasing popularity of dining out in India, restaurant operators want to safeguard their share of improved consumer spending by offering all types of cuisines. This provides a hearty opportunity to players in the food and beverage industry. Major players in this sector are creating a competitive milieu for future growth.And in order to cater to this augmented client base, Nirulas is increasing its existe nce in metro cities along with the Tier-2 and Tier-3 cities through varied formats. The new outlets in cities, much(prenominal) as Amritsar, Patna, Bhopal, Pune and Ludhiana would mainly be Family Style Restaurants (FSR), ice cream kiosks and parlors. Likewise, KFC has plans to increase its existence from 21 cities at present to around 75 cities through its design to operate 500 restaurants in India by 2015.The companionship is eager to spread wings to new cities much(prenominal) as Hubli, Madurai, Salem and Mysore in the south, and in the wedlock in Kanpur, Allahabad. Similarly, McDonalds is targeting 1,000 restaurants by 2020. Hard castle Restaurants, which runs McDonalds in the south and west, plans to open up to 70 stores next year. It will be the enfranchisementes biggest expansion in the past 15 years. McDonalds also plans to invest 10 billion to boost growth. Most of the food chains are finical in innovating and customizing their products. For instance, in order to boost r stillue and offer different varieties to the tastes of various cross-sections of people, Dominos Pizza is planning to customize its range of products.The order is taking initiatives to come up with a new assortment of diet pizzas for Indians, who are health-conscious and intends to introduce different specialties in pizza for people residing in different parts, like North and South India. Further, the acceptance of fast food has grown faster as several players have well-understood the basic requirements of Indian food and served to a greater extent vegetarians & selected no vegetarian meal options (excludes pork and beef from their menu). Franchise outlets On the strategic front, it has been found that the franchising concept in India is continuously rising, with the increase in the number of international players opening more franchise outlets in India.The increasing revenue figures from franchise outlets encourage the players to opt for the concept. As a result, many inte rnational fast food giants are opening up their franchise outlets in India to grab the huge untapped authorization in a fast emerging market. In a recent development, Nando, South Africa-based Afro-Portuguese, global restaurant chain is starting up around 35 outlets by 2013 in various parts of India through the franchise route.The familiarity expects to expand enormously in the northern parts of India. Varying consumer behavior Talking about consumers, it has been a noticeable trend that food exercise pattern of urban Indian families has changed dramatically with quantify owing to the growing influence of Western culture. Indians have started dining out and moved on to accept different varieties of delicious food from the world. Further, studies indicate a radical change in the consumption patterns of Indian consumers, who have traditionally been known for their price sensitiveness. upper-middle-class families as well as the youth prefer to have a burger worth 25 rather than th at worth 50-75. This reveals that despite looking for taste and brand, consumers in India are still inclined to utter-price and health issues. As per a survey conducted in 2010, nearly 80 per cent of the fast food consumers expect the fast food owners to implement required measures for reducing the harmful impact of fast food. To tackle this issue, these owners have adopted innovative cooking styles, such as bake and grilling that retain the flavor of food and also require lesser quantity of oil.Besides, major retailers in this area are now providing all prerequisite information like ingredients, nutrition and fat contained on the product pack. These measures have helped Indian fast food consumers select healthy and nutritious meal as well as protect them from the dangerous consequence of unhealthy fast food. Government inventiveness As far as the role of governing body is concerned, various initiatives in the recent past have resulted in the entry of many internationalFast Fo od Retailerin the country.With the economic liberalization in 1991, nearly all tariff and non-tariff barriers have been removed or minimized from the Indian boundary that has helped many retailers to enter the growing Indian fast food industry. As per the Food Safety and Standards Authority of India, the new rules and standards will make it mandatory for street food vendors to register with state health departments that are into policing hygiene. It requires the food authority to issue licenses to food vendors only after ensuring that their products are safe and hygienic. Vendors with products that are found unhygienic or unsafe will face financial penalties.Moreover, user affable and IT-enabled licensing system will be created to improve governance and compliance. To try to ensure that India has the capacity to implement the new law, the government has increased the number of state laboratories for testing eatables and appointed more food safety officers to check food quality & h ygiene instead of merely monitoring adulteration. Besides, the Indian government has also directed state governments to prohibit sales of fast food and carbonated drinks on school premises & check out all such items that lead to unhealthy eating from cafeteria within a 1,500 feet radius of schools.In addition, the countrys regulators have ordered food chains to provide product nutritional labeling at the time of sale, so that customers can know about what they are eating and what effect it can have on their health. This step is a result of various studies that have shown that a typical fast food has very high dumbness that causes people to eat more than they usually require, causing people to fall ill with many health-related problems like obesity, diabetes and heart diseases. Shortfalls and remedies India has witnessed a massive increase in the consumption of fast food over the past few years.Indeed, the country has come out as one of the rapidly growing fast food markets in the w orld. Although the country offers lucrative opportunities to new entrants due to rapid urbanization and changing lifestyles, there still exist some roadblocks, which may hinder the exponential growth route of this industry in future. contestation from local street vendors remains the biggest threat to the growth of the fast food industry in the country. There is an increase in raw materials cost and fuel charges, which is causing a lot of strain to the players in this segment.Lack of proper infrastructural facilities, with respect to roads and electricity, has also hampered the development of fast food market in India. Besides, the industry will have to tackle a number of roadblocks including the rising consumer concerns regarding obesity and health-consciousness to maintain the ongoing trend. On a fast track If the challenges are met with serious considerations, the Indian fast food industry is anticipated to achieve glorious milestones in the coming years. Increasing inclination of people to eat out of doors (restaurants) will be the major driving force behind the projected growth.Besides, healthy food options and low-price menu will also contribute to its growth, to attain a CAGR of around 33 per cent during 2010-2014. THE START OF FAST FOOD CULTURE The concept of fast food pops upduring 1920s. The 1950s first witnessed their rapid proliferation. several(prenominal) factors that contributed tothis explosive growth in50s were(1) Americas love affair withthe automobiles. (2) The construction of amajor new highway system. (3) The development ofsub-urban communities. (4) The baby dilate subsequent to world warsecond.Fast-food chains initiallycatered to automobileowners insuburbia. On the go Fast food outlets are take-away or take-out providers, frequently with a drive-through service which allows customers to order and pick up food from their cars but most also have a seating area in which customers can eatthe food on the premises. People eat there more tha n five times a week and a good deal, one or more of those five times is at a fastfood restaurant. Nearly from its inception, fast food has been designed to be eaten on the go, often does not require traditional cutlery, and is eaten as a fingerfood.Common menu items at fast food outlets include fish and chips, sandwiches, pitas,hamburgers, friedchicken,Frenchfries, chickennuggets, tacos, pizza, hot dogs, and ice cream, although many fast food restaurants offer slower foods like chili, mashed potatoes, and salads. Variants Although fast food often brings to mind traditional American fast food such as hamburgers and fries, there are many other forms of fast food that enjoy widespread popularity in the West.Chinesetakeaways/takeoutrestaurantsareparticularlypopular. They unremarkably offer awide variety ofAsian food which has normally been fried.Most options are some form of noodles, rice, or meat. Sushi has seen rapidly rising popularity in recent times. A form of fast food createdin Japan. sushiisnormallycoldstickyriceservedwithraw fish. Pizza is a common fast food category inthe get together States, with chains such as Dominos Pizza, Sbarro and Pizza Hut. Menus are more limited and standardized than in traditional pizzerias, and pizza delivery, often with a time perpetration, is offered. Fish and chipshops are a form of fastfood popular in the UnitedKingdom, Australia and New Zealand. Fish is battered and then deep fried.The Dutchhave their own types of fast food. A Dutch fast food meal often consists ofa portion of French fries. Facts and figures Fast food is one of the worlds largest growing food type. Indias fast food industry is growing by 40% a year and is expected to generate a billion dollarsinsalesby2005.ThemultinationalsegmentofIndianfastfoodindustry is up to Rs. 6 billion, a figure expected to zoom to Rs. 70 billion by2005. By 2005, the value of Indian dairy products is expected to be Rs. 1,00,000 million. In last 6 years, foreign investment in thi s sector stood at Rs.3600millionwhichisaboutone fourthoftotalinvestment dointhis sector. Because of the availability of raw material for fast food, Global chains are flooding into the country. grocery store SIZE & MAJOR PLAYERS a)Dominated by McDonalds having as many as 75 outlets. b)Dominos pizza is present in around 100 locations. c)Pizzahutis also catchingup and ithasplannedto establish125outlets at the end of 2005. d) Subways have established around 40 outlets. e) Nirulas is established at Delhi and Noida only. However, it claims tocater 50,000 guests every day. Major players in fast food are MCDONALDS. KFC PIZZA HUT dominoes PIZZA. COFFEE DAY BARISTA. Themainreasonbehindthesuccessofthe multinationalchainsistheir expertiseinproductdevelopment,sourcingpractices,qualitystandards, service levels and standardized operating procedures in their restaurants, astrengththattheyhavedevelopedoveryearsofexperiencearoundthe world.The home grown chains have in the past few years of compe tition with the MNCs, learnt a few things butthere is still alot of scope forimprovement. REASON FOR EMERGENCE GenderRoles genderrolesarenowchanging. Femaleshavestartedworking outside.So, they have no time for their home and cooking food. Fastfood is an easy way out because these can be prepared easily. CustomerSophisticationand authorization consumersarebecoming more sophisticated now. They do not want to prepare food and spend their time and energy in house hold works. They are building their confidence more on ready to eat and easy toserve kind of foods Paucity of Time people have no time forcooking. Because of emergence ofworking women and also number of other entertainment items. Most of thetime either people work or want to enjoy with their family. doublyIncome root emergenceofdoubleincomegroupleadsto increase in disposable income. Now people have more disposable income so they can spend easily infast food and other activities. Working Women working women have no time for cook ing, and if they have then also they dont want to cook. Because they want to come out ofthetraditionallydefinedgenderroles.Theydonotwanttoconfinethemselves to household work andupbringing of childrens. Largeuniverse Indiabeingasecondlargestcountryintermsofpopulation possesses large potential market forall theproducts/services.Thisresults into entry of large number of fast food players in the country. Relaxation in rules and regulations with the economic liberalization of1991, most of the tariff and non tariff barriers from the Indian boundaries are either removed or minimized. This helped significantly the MNCs to enter in the country.CHALLENGES FOR THE INDUSTRY SocialandculturalimplicationsofIndiansswitchingtowestern breakfast food Generally, Hindus empty all foods that are believed to inhibit corporeal and spiritual development.Eating meat is not explicitly prohibited, butmanyHindusarevegetarianbecausetheyadheretotheconceptofahimsa. Thoseseekingspiritualunitymayavoidgarlicandon ions. The concept of purity influences Hindu food practices. Products from cows (e. g. ,milk,yogurt,ghee-clarifiedbutter)areconsideredpure. Purefoodscan improve the purity of impure foods when they are prepared together. most foods, such as beef or alcohol, are innately polluted and can never be made pure. simply now, Indians are switching to fast food that contain all those things that are considered impure or against there beliefs.Some traditional and fundamentalist are against this transformation of food habit and number oftimes they provoke their counterparts to revolt against such foods. And that is what happened when McDonalds decided to enter thecomplexity of Indian business landscape, counting only on its fast food global formula, without any apparent previous cultural training. Emphasisontheusageofbio-degradableproducts Glasses, silverware,platesandclothnapkinsareneverprovidedwithfastfood.Instead, paper plates and napkins, polyurethan containers, plastic cups and tablewar e, drinking cartons or PET (polyethylene terephthalate) bottles are used, and these are all disposable. Many of these items are tossed in the garbage instead of being recycled, or even worse, merely thrown on the ground. This burdens nature unnecessarily and squanders raw materials. In order to reduce soil and water pollution, government now emphasis more on the usage ofbio-degradable products. Retrenchmentofemployees Mostofnewindustrieswillbe expectant intensive and may drive local competitors, which have more workers, out ofbusiness.Profit repatriation Repatriation of profits is another area of concern forIndian economy. As when multinational enters the any countries, people and governmenthopethatitwillincreasetheemploymentrateand resultin economic growth. However, with the multinational operation, host country experiencesthesebenefitsforashorttimeperiod.Inlongrunneither employment increases (because of capital intensive nature of MNCs) nor it increases the GDP or GNP because what ever MNCs earn they repatriate that profit back to their home country. PROBLEMS OF INDUSTRY Environmentalfriendlyproductscosthighgovernmentislegislating laws in order to keep check on the fast food industry and it is emphasizing more on the usage of bio-degradable and environment friendly products.But associated with this issue is theproblem that fast food player faces thecost associated with the environment friendly product. They cost much higher than the normal products that companies uses for packaging or wrapping their products. Balancebetweensocietalexpectationandcompanieseconomic objectives To balance a societys expectation regarding environment with the economic burden of protecting the environment.Thus, one can see that onesidepushesforhigherstandardsandothersidetriestobeatthe standard back, thereby qualification it a arm wrestling and mind boggling exercise. Health related issues obesity I. Studies have shown that a typical fast food has very high density and food with hi gh density causes people to eat more then they usually need. II. Low calories food Emphasis is now more on low calorie food. In this lineMcDonaldhasaplantointroduceallwhitemeatchickenMcnuugget with less fat and fewer calories.TRENDS IN INDIAN MARKETMarketing to childrens Fast food outlets in India target childrens as their major customers. They introduce varieties of things that will attract thechildrensattentionandbytargeting childrenstheyautomatically target their parents because Childrens are always accompanied by their parents. Low level customer commitment Because of the large number of food retail outlets and also because of thetendency of customer to switch from one product to other, this industry faces lowlevel customer commitment.INTRODUCTION OF DOMINOESDominos Pizza India Ltd. was incorporated in March 1995 as the masterfranchisee for India and Nepal, of Dominos Pizza International Inc. , ofUSA. Moreover, the company holds the master franchisee rights for Sri Lanka and Ba ngladesh through its wholly owned subsidiary. Mr. Shyam S. Bhatia and Mr. Hari S. Bhartia of the Jubilant Organosys Group were thepromoters of the company. Since inception, Dominos Pizza India Ltd. has proceeded to become one ofthe largest and fastest growing international food chains in South Asia.Thefirst Dominos Pizza store in India opened in January 1996, at New Delhi. Today, Dominos Pizza India has grown into a countrywide internet around220 outlets in 42 cities and isthe leader in the fast food delivery segment.Eversinceitwasestablished,DominosPizzaIndiahasmaintaineditspositionofmarket leadershipwithitsconstantproductinnovationand maintenanceofstringentservicestandards. Moreimportantly,ithas established a report for being a home delivery specialiser capable ofdelivering its pizzas within 30 minutes to its community of loyalcustomers from its entire chain of stores around the country. Customers can order theirpizzas by calling a integritycountrywide Happiness Hotline 1800- 111-123. Infact, Dominos was the first one to start thisfacility for its customers. Dominos is committed to bringing fun and excitement to the lives of ourcustomers by delivering delicious pizzas to their doorstep in 30 minutes orless, and all its strategies are aimed at fulfilling this commitment towards its large and ever-growing customer base.Dominos eternally strives to develop products that suit the tastes of its customers, thereby bringing out the Wow effect(the feel good factor). Dominos believes strongly in the strategy of Think local andactregional. Thus,timeandagainDominoshasbeen innovating toppings suitable to the taste budsof the local populace and these have been very well accepted by theIndian market. DOMINOES VISION AND OBJECTIVES Dominos vision is Exceptional people on a mission, to bethebestpizzadeliverycompanyintheworld .Dominos is committed to bringing fun and excitement to the lives of our customers by delivering delicious pizzas totheirdoorstepin30minutesorles s,andallour strategies work for fulfilling this commitment towards our large and ever-growing customer base. Dominos constantly strives to develop the product that suits the taste of its customers to bring out the WOW effect (i. e. the feel good factor). Dominos believes in the strategy of Think local and act regional that is blended with a playful image personified by our Hungry Kya? positioning.Thus,timeandagainDominoshasbeen innovatingtoppings,suitabletothetaste budsofthe locals and these have been very well accepted by the Indian market, are doing extensively well in the market. We are constantly in the process of innovating further we introduce new topping every 3 4 months Dominosunderstandscustomersdemandandis constantly developing localflavors understandingthe localsentiments. Also,theingredients, saucesetc. are made keeping in mind the taste buds of Indian consumers slice retaining the international flavor.Dominosconstantlystrivetomakethecompanyan integralpart ofthelivesoft hetargetaudiences by getting involved with the clientele at the emotional level andbuildinglong-termrelationshipwiththem. Thus, Dominosconcentratemoreoncarryingout downstairs-the-line activities in the area it serves. Dominos believe in bringing fun and excitement into the livesofourclientele. Wetakeourdeliveryproposition very seriously and our entire corporate ethic is based on it. DominosistherecognizedworldleaderinPizza delivery.But it isnt just about delivering its also about great(p) back to the community. Dominos believes that an essentialcomponentofcorporateresponsibilityisto provide support to charitable organizations that benefit thecommunitieswhereitsemployeesandcustomers workandlive. Dominos planetary is knownforits commitment toward social causes and believes in adding funtothelivesofourcustomersandcommunitiesit serves. In India, Dominos has been associated with the NGOs devotedtothecauseofunderprivilegedChildrens.Dominos conducts Store Educational Tour (SET) for the un der privileged children time-to-time. Recently this was doneintheoneoftheDominosoutletinDelhiand Mumbai with theunderprivileged children from waul (Child ReliefandYou)whereDominostookthepledgeto provide part-time employment to the eligible wards from CRY who are above 18 years, reiterating its commitment towards social causes. Also, fifty- percentage of that days first 20 deliveries of the store were given to CRY toward the cause of the underprivileged children.The children had a gala time while they learned to make and bake pizzasatthestoreandfinallytastedthesumptuous offeringsmadebythemduringtheStoreEducationalTour. Dominos Pizza India also boasts about its commitment to serve its customers on time by implementing the 30 MINUTESORFREE servicecommitment , theyhave been able to achieve this as a result of continuous efforts and dedication of the entire team in improving operating efficiencies . Dominos PizzaIndiahasbeenconsistently rated amongstthe top2pizzachainsworldwideinthe Do minos family by Dominos International, in terms ofquality of operations.Our pizza delivery times have also beenjudgedasthebestdeliverytimesintheworld across all Dominos. Communication objectives Category Need Dominos master franchise model Industry analysts believed that Dominos master franchise model was one of the reasons forits success in international markets even in light of the global economic slowdown in 2008. How dominos international bucked the trend The strong performance of Dominos international master franchises in the midst of the global economicslowdownwasawidely debatedtopicamonganalysts. dapplesomeanalysts believed that the recession had helped the growth of these chains due to the occupation down factor of people preferring to eat at home rather than dine out at expensive restaurants, others believed it was a combination of aggressive merchandise and the franchise model that had helped the company buck the trend. Dominoes Brand Awareness Promotional and advertisem ent campaigns The pizza delivery business hadtraditionally been promotion driven. Coupons anddiscounts were offered by all pizza delivery chains to woo customers.Since its inception, Dominos had been known for its unique promotions that included fast delivery and innovations to caterto a varied palette. The 30 minutes promise In the year 1973, Dominos began a guarantee scheme that its pizzas would be delivered in 30minutes or less of ordinance failing which the customer would receive the pizza free. Brand Attitude Use of technology Online sales accounted for over 70 percent of its total sales in 2008. Dominos planned to further exploit the increasing potential of the online medium as one of the promotional and distributional channels in the downturn. Brand acquire Intention.What makes dominos pizza better than its competitors? Varity of Pizzas Services offered Quality of pizzas Location of the Outlet Waiting time in the outlet Door step services Lower price Communication Mi x Communication is very important, particularly when it is two-way. Dominos value customerfeedback and is most responsive to customer preferences. Fast food ought to be a fun experience and this is not possible unless the provider and the consumer are in synch. They are in theservice business, and their product is positioned as aconvenience food delivered to the customer hot and fresh in 30 minutes guaranteed.Every company must follow the eight major market communication modes. For Dominos direct selling and interactive selling is not needed though they are involved in internet and cable TV promotions. Dominos always search for ways to gain efficiency by refilling one communication with others. The sustainability among communication tools explains why marketing function need to be coordinated. Advertising The Dominos Pizza franchise has earned the reputation of being one of the fast growing food chains in South Asia.Dominos is committed to bringing fun and excitement to the lives of its customers by delivering delicious pizzas to their doorstep in 30 minutes or less. The fast food franchise is all set tomake the complete use ofits potential market in India, where eating out is a means of entertainment. Its advertisements are image of its core competencies. The DominosPizza Indiafranchisekeeps implementing variedpromotionalstrategies. Dominos initially restricted their adstrategy to banners, hoardings and specific promotions. In August2000, Dominos launched the Hungry Kya? (AreYou Hungry? ) sequence ofadvertisements on television.While highlighting its home delivery facility in advertisements, the pizza franchise always adds an element of humour in it. That is exactly why actor Arshad Warsi was made the brand ambassador ofthe Dominos Pizza India franchise. Paresh Rawal, another humorist of Hindi cinema, was also feature articled in Dominos ads. A significant strategic change is that, while the unique selling proposition of Dominos is home delivery in all mar kets, they have been creating dine-in spaces at all their restaurants here in India. Dominos Pizzas tagline khushiyon ki home delivery which cuts through the advertisingclutterstillremainsintact.Butintier-2andtier-3cities,aspeopleliketo experience eating out close to 75% of their restaurants now have dine-in facilities. This is different from their global strategy where their observe focus hasbeenon home delivery. Also,theyare inthetrial stageoforders by internet in India after its success in U. S. Another feature they introduced is a customer can top the Pizza he wants. Dominos went a step ahead by differentiating regions and applyingthe taste-factor accordingly. Dominos also made ordering simpler through a single toll-free number throughout the country.Dominos has been following the principle of Think Local, Act Regional. Events/ Experiences They are sponsoring some college fest, cultural program and promotional events through out the country for promotion. Public Relation Dominos Pizza India undertakes local store marketing initiatives. These include specialdiscountstoloyalcustomersandparadelikeactivitiessuchasMotorbikeformations, distributing special offercoupons and phonecalls tofrequent customers. Dominos has been innovating toppings suitable to the tastebuds of thelocal populace and the Indian market has very well accepted these.Dominos Pizza India Ltd, which runs fast food chain Dominos Pizza in the country, has changed its corporate heel to Jubilant Food Works Ltd. The change of name came into effect from September 24 2009. The decision to change the namehas been taken toalign ourselves with the branding of the JubilantBhartiaGroup,promotedbyShyamSBhartiaandHariSBhartia,Jubilant Food Works Chief Executive Officer Ajay Kaul said. Jubilant Bhartia Group holds the masterfranchisee rights for the Dominos Pizza brand and operations for the whole of India, Nepal,Sri Lanka and Bangladesh.However, the company will continue to use the brand name ofDominos Piz za for marketing and other related purposes. Personal Selling Dominos continuously strives to make the company anintegral part of thelives of the target audiences by getting involved with the clientele at the emotional level and building long term relationships with them. Thus, dominos concentrates more on carrying out below the line activities in the areas it serves.