Living far away from home, tolerating the hostel mess’s shitty food, and missing ‘maa ke haat ka khana’ terribly, is something most of us can relate to. From sudden hunger attacks at midnight, birthday parties, a date with my special one, game nights to Netflix and chill sessions, that one comfort food appearing as a savior in all these situations, is pizza. In sickness and in health, in heartbreaks and in happiness, pizza is something that was always by my side. And when it comes to pizza I cannot think of any other brand but Domino’s!
What can be more exciting than a cardboard box full of happiness delivered at your doorstep in less than 30 minutes? The mouthwatering smell lingering in your home, as you open the box, eight slices of heaven waiting to be devoured. The joy of saving those extra sachets of oregano and chili flakes, and the rare occasions when their ‘30 minutes or free’ policy works in your favor.
Domino’s pizza shares a legacy of over 50 years. It started when Tom Monaghan and his brother took over a small existing pizzeria called DomiNick’s by borrowing 900$ to pay for the shop. Today Domino’s is the largest pizza chain in the world having 17,000 stores in more than 90 countries across the globe. Domino’s made its way into every household and became one of the leading names in America’s fast-food history. Perfectly made lip-smacking pizzas with a good amount of cheese on top providing a lot of variety in terms of size, toppings and the type of base, easy hassle-free delivery, and most importantly affordable prices have made them consumer-friendly and widely popular among teenagers and millennials. They sell an average of 3 million pizzas each day, with India being their second-largest market in the world.
The company has curated its menus based on regional cuisines. In India, along with the regular ones, you can find pizzas in variations like Bhuna Murg, Chicken Butter Masala, Paneer Makhani, Achari Do Pyaza- some of the most popular Indian delicacies. The perfect blend of all of our favorite desi dishes with pizza, can it get any better?
Another major factor fuelling their ever-expanding global retail sales is clever and innovative marketing gimmicks. Building self-driving pizza delivery robots, filling potholes across the US to keep pizza delivery running smoothly, associating with shows like The Simpsons, their AnyWare program that allows the customer to order from anywhere, at any time by any device they like are some of them.
In India, they started the “Dil, Dosti, Domino’s” campaign to strengthen the emotional bond with the consumers, by portraying moments of togetherness. Pizza, being a sharable food can evoke a sense of friendship in every relationship, and the campaign captured this idea wonderfully.
In the view of the Covid-19 pandemic situation, Domino’s Pizza has promised ‘zero contact’ delivery of food keeping in mind the safety of both the customers and staff. While some consumers are still hesitant to order restaurant food, we can only hope for a speedy betterment of the situation to relish over our favorite Domino’s Pizza with our dear ones and fight for the last bite, again, without any worries.