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Why Is Domino’s Pizza Losing Its Appeal In India?

Aug 23, 2018 | 3 minutes |

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Domino’s franchise, in India, is under fire. Jubilant Foodworks, who holds master franchise for Domino’s in India & a few other countries, recently reported disappointing numbers. Result: Its stock has borne the brunt of its lackadaisical performance. Let me share with you possible reasons for Domino’s losing its appeal among Indian customers:
  1. Rapid expansion of stores: Domino's has opened stores rapidly, which has lead to an increase in revenue; but it has also resulted in an inadvertent side effect – the new stores, on many occasions, have cannibalised into existing store’s business!
  2. Mandatory price increase: The company has regularly taken mandatory price increase – necessitated, no doubt, due to increase in input cost. This, of course, got reflected in expanded Gross Margin. But it also pushed up customer price, so much so that Domino’s appears to be expensive!
  1. Order Collectors: People at Domino’s who collect orders merely collect orders & move on to collecting the next order! They do not act as ‘authentic consultant to customers!
  2. Delivery boys: On at least 2 occasions, our order was delivered late. The delivery boy, on at least one occasion, wanted to cut a deal with us - he wanted to us to invoke the late delivery penalty clause with a caveat – he would pocket a part of the penalty for delivering late! What did I do? I counselled him not to engage in an unethical behaviour because it will bring disrepute to Dominos brand! He expressed contrite, but I was not sure if he would have mended his ways
Do you agree with this analysis? Do feel free to share your perspective!