Domino's Pizza, one of the leading pizza chains in the country has decided to go Veg during the holy month of Navratri. Millions of people in India especially from northern part will observe fast during the month of Navratri & many others turn veg during this period. As a strategic business decision, Domino's have temporarily changed their menu to serve only Vegetarian food to attract these customers.
As reported by the Hindu Business line, Last yea,r during the same time, Domino's had turned around 130 of its outlets into Vegetarian buoyed the response they had received now they have scaled it up to 460 plus outlets.
They have also come up with Navratri special dishes during the festival season and they are calling this as “Navratri Combo”. Priced at Rs 249 it has only vegetarian ingredients to the menu especially the ingredients like Sabudana that is savoured by its customers during the Navratri season. Besides this, they have their regular ingredient rock salt, paneer, and tomatoes.
Domino's is always at the forefront of innovation and with this move; it is trying to get closer to the customer by adding the Desi twist to its Menu.
Its nearest competitor Pizza hut which also holds considerable market share, however, has decided not to make any changes to its menu and has retained its original flavour and menu. But Pizza Hut might include special variants to the existing ones in the near future after considering the response the competitors might get and also based on the customer feedback. For now, let’s wait and watch.