Dominoâ€™s Pizza India, market leader in the chained pizza segment, hasÂ announced a significant new innovation for the Indian market – the BurgerPizza! The new BurgerPizza is an exciting innovation from Dominoâ€™s and is a result of the Companyâ€™s focus on innovation and growth.
With a wide menu of Pizzas, baked side snacks and desserts, Dominoâ€™s enjoys a strong position across most consumption occasions. With the BurgerPizza, the Company aims to grow its share in the â€˜all day, individual consumptionâ€™ occasion and further grow its share of the chained Indian Food Service Industry that is pegged to grow three-fold to INR 25,000# crore within five years. Announcing the new offering, Dev Amritesh, President & Chief Business Officer, Dominoâ€™s Pizza India, said, â€œOur category is segmented by occasions. We dominate the ‘shared mealreplacementâ€™ occasions with our core Pizzas. The â€˜all day, individual consumptionâ€™ occasion is an opportunity that we see as being incremental to our business. The BurgerPizza is our offering for this opportunity.â€
â€œThis is also our attempt to create a new category and bring Pizza-ness in a consumption segment that is addressed by Burgers and Sandwiches. Unlike other Burgers, the BurgerPizza is comfort food, full of Pizza goodness and has been specifically designed for the Indian palette,â€ he added.
S. Murugan Narayanswamy, Senior Vice President Marketing, Dominoâ€™s Pizza India, said, “The BurgerPizza is different from conventional Burgers in many ways. Instead of using fried ingredients, the BurgerPizza has oven-baked ingredients. It is made with generous fillings of herbs and vegetables, tomato sauce, mozzarella cheese and soft buns, all oven baked together to perfection, adding a touch of Pizza Goodness. It is this Pizza Goodness that will be at the core of our marketing strategy. We aim to address the desire for a burger through a new kind of pizza, the BurgerPizza.”
Starting at INR 89, the BurgerPizza range is available in two vegetarian and two non-vegetarian variants at the 1000+ Dominoâ€™s Pizza restaurants across India. The BurgerPizza is also available for ordering on the Domino’s online ordering website and the Domino’s Pizza mobile app.