Value, affordability in pricing drive Domino's Pizza: Kaul

The strategy to create a mix of value and affordability in pricing its products has helped Domino's Pizza emerge as a dominant player in the market, Jubilant Foodworks CEO Ajay Kaul said today.
The company, which was set up in 1995, is the market leader in the organized pizza market with a market share of 70 per cent in India, Kaul told Jamshedpur Management Association.
JFL, he said, is the country's largest and fastest growing food service company with a network of 772 Domino's Pizza restaurants, and its subsidiary operates Domino's Pizza brand with the exclusive rights for India and other neighbouring countries. It has a total 29,000 employees across the country.

The strategy is decided keeping the store in focus and JFL does not follow the policy of sub franchising and has its own supply chain network.
Apart from home delivery, the stores also provide eating facilities and around 50 per cent of the business comes from this, he added.