Gujarat effects The Domino too..

Over demanding and price conscious market is known to be the land for test drives for many brands. If you can survive and grow in Gujarat, you can do that anywhere.. that’s the chain reaction. On the other hand Gujarat is not only a dry state but the foodie population here is quite demanding in terms of vegetarian kitchens and Jain* version of food (no onion no garlic).

Wood Fire Pizza at Mondo Kitchen

Predicting market dynamics in Gujarat is equally difficult, some work with the same formula, some don’t. Pizza hut, an international chain was urged to launch their first vegetarian outlet in Ahmedabad in 1999; whereas Dominos landed as their regular offering brand with non- vegetarian options.

Past five years, Ahmedabad is witnessing more number of non-vegetarian outlets, pouring in at an alarming speed with a loyal league of customers. Almost all of which are doing well!! Parallel to this lot of pizza outlets have opened; local and Global chains both as ownership and franchisee formats. Local chains offer unlimited meals and salads with an affordable price point. Pizza Zone has six outlets in Ahmedabad and offers unlimited deals, which includes soup, salad, pasta, pizza, dessert and soft drink... all in Rs. 199/- for dinner. So is the case with Sam’s pizza which has nine outlets in Ahmedabad, a better spread unlimited meal for Rs. 270/- only, Buddy’s pizza offers Rs. 260/-,  Pizza Vizza gives the same deal for Rs. 170/-  for dinner. Apart from this not to forget the local, so called Italian crisp base pizzas and Jassu Ben home style kiosks spread across the length and breadth of Ahmedabad.  

The giant of all.. Pizza Hut, shares a milestone statement on their website, “We’re not for people who want to blend in: pushing boundaries is part of our heritage. We have more than 16,000 restaurants and 350,000 team members in more than 100 countries.”

Pizza Hut seven outlets in the city, the very first of which was a vegetarian outlet in Ahmedabad, breaking their own records for the demanding regional requirements; which was an applauded achievement for the Global non-vegetarian retail chain. However, after few years, with changing dynamics, they transformed the same into non-veg in Ahmedabad. India is the second fastest growing market for the US giant, with a record of 22% system sales growth for the April-June quarter in 2018.

La Pinoz , another national chain with over 100 restaurants across country has 9 outlets in the Ahmedabad.  Puffiza, Blue oven, No Mad baker are other happening non- vegetarian pizzerias in Ahmedabad.  Soho il-Ferno, Parosa, Mondel kitchen, Truffle and various others though not being pizzerias, do offer freshly made wood fire pizzas where the family members are not just restricted to order pizza while still experiencing the best quality and variety.

Soho il Ferno

Amidst this dearth of supply and other non-vegetarian options growing, Dominos loosened their footing. Hence to strengthen their presence and create a loyal league of vegetarian only clientele; they have converted all their Gujarat outlets to veg only. After omitting pork from menu, this is a big move..this also has been received as a shock by some Domino lovers who were disappointed when denied a non- vegetarian pizza. The test drive of which was conducted during “Navratris”, the success seems to have urged them to follow the strategy Pizza Hut once adopted.

To supports the trends with figures; data from Sample Registration System (SRS) baseline survey 2014 published by the Registrar General of India reveals that in Gujarat, 61.80% population is vegetarian while 39.05% is non-vegetarian. The major contribution comes from 0.9% Jain population, who have deep pockets and spend hugely on eating out..

Change is the only constant, hence with changing trends and fierce competition... Gujarat impacts Dominos  too!!