New 3 Cheese Pizza debuts at the Domino's stores
December 9, 2011 |
Domino’s Pizza, the market leader in the organized pizza home delivery segment in India (source: The Food Franchising Report, 2009 and Euromonitor report 2010) has whipped up a great deal of excitement by introducing a new pizza with 3 different varieties of cheese. With the introduction of this new product, Domino’s has added yet another indulgent pizza to the existing portfolio of delicious offerings.
Named as the “3 Cheese Pizza”, the new pizza would have a combination of Cheddar, Gouda Cheese in addition to the existing Mozzarella. Available in medium size, the new 3 Cheese Pizza offering promises a richer and scrumptious Pizza experience to the foodies. The launch of the 3 Cheese Pizza also coincides well with the consumption pattern of the Indian consumers during winters, where the appetite for heavy and indulgent food increases.
The unique combination of the 3 different types of cheese takes the pizza experience, taste and indulgence to a new level. To encourage trials, Domino’s Pizza has an attractive introductory offer whereby customers can buy a 3 Cheese Pizza and get 50% off on the second pizza of the same or lesser value. The new Pizza would be available in all Domino’s stores across the country.
Domino’s Pizza this year has focused hugely in introducing new products and side dishes to give variety to its large consumer base. It also launched a new dessert this year; the “Butterscotch Mousse Cake” which has been a huge success. Other popular introductions were Chicken Kickers, Pizza Dips & Pasta Italiano.
Commenting on the new offering, Mr. Ajay Kaul, CEO, Jubilant FoodWorks Limited said “For the last few months we have been concentrating more on beefing up our side dishes and desserts. So in the third quarter of FY 2012 we decided to introduce a new Pizza. With every new addition to our menu we hope to take the tasting experience to a new level with a pocket friendly price.”
Mr. Harneet Singh Rajpal, Vice President Marketing Domino’s Pizza India added, “New product launches create excitement amongst consumers and give reason to our variety seeking consumers to come back to us again, thus boosting the order growth. Having crossed the 400 stores milestone in India, today we are the food services brand with maximum reach. One of the reasons for this success has been our endeavour to launch new products which our consumers love for taste and value. With the launch of this New Pizza we are confident to extend the core proposition of Khushiyon ki home delivery further."
The new product is supported by TVC and in-store collaterals like door hangers, banners, box toppers, danglers, translites, dine-in menu cards, standee and more.
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