Consumers
are resorting to controlled spending on eating out. The quick service
restaurants (QSR) industry has been impacted by this controlled and
discretionary spending. “Domino’s Pizza is innovating in food items and will
launch more new products to stay ahead of the curve,” S. Murugan Narayanaswamy,
Senior Vice-President (Marketing), and added that more products will be launched shortly in India.
BurgerPizza,
available in two vegetarian and two non-vegetarian variants, has a starting
price of Rs 89.
In recent months,
Domino’s had launched Pizza Mani, Cheese Burst and Zingy Parcel to provide
impetus to sales and revenue. BurgerPizza, a new category in QSR space, is
expected to capture newer audiences.
Domino’s
Pizza is the market leader in the chained pizza market in India, with a 72 per
cent market share, according to EuroMonitor Report. The company currently has
1,039 outlets across India.
Burgers
occupy 29.9 per cent share in the Indian QSR market as against pizza’s 26.7 per
cent share.
The QSR
industry is pegged to grow three-fold to Rs 25,000 crore within the next five
years.