Introduction

Fast food is one of the worlds largest growing food types. Indias fast food industry

is growing by 40% .the multinational segment of Indian fast food industry is up to

Rs. 20 billion, a figure which is expected to zoom more than Rs.30 billion by 2010. In

last 6 years, foreign investment in this sector stood at rs.3600 million which is about

one-fourth of total investment made in this sector. Because of the availability of raw

material for fast food, global chains are flooding into the country. The percentage

share held by foodservice of total consumer expenditure on food has increased from

a very low base to stand at 2.6% in 2001. Eating at home remains very much

ingrained in Indian culture and changes in eating habits are very slow moving with

barriers to eating out entrenched in certain sectors of Indian society. The growth in

nuclear families, particularly in urban India, exposure to global media and western

cuisine and an increasing number of women joining the workforce have had an

impact on eating out trends.

Major players in fast food are:

McDonalds

KFC

Pizza hut

Dominos pizza

Caf coffee day

Barista

Subway
The main reason behind the success of the multinational chains is their expertise in

product development, sourcing practices, quality standards, service levels and

standardized operating procedures in their restaurants, a strength that they have

developed over years of experience around the world.

Market Share And Major Players

The organized pizza market in India is worth Rs.600 Crore. The major players in the

market are pizza hut and dominos whose market share are around 45% and 35%

respectively.

Other players form the rest 20%

Branded Pizza Market Share

Pizza hut

Dominos

Others

Other players mainly are

 Smokin joes

Garcias

Papa johns

Us pizza

These players mainly give competition to pizza hut and dominos in tier I cities

like Mumbai, Bangalore, Chennai etc. They do not have much presence in tier

ii cities.

Brief History Of The Company, Dominos

The dominos brand was founded in the United States of America in 1960 by

Thomas and James Monaghan. Since then, that business has grown into a global

network of over 8,500 pizza stores in more than 60 countries, involving over 2,000

franchises. Over its 49-year history, dominos has developed a simple business

model focused on delivering quality pizzas in a timely manner. Dominos pizza, inc.,

completed its initial public offering in 2004 and is listed on the New York stock

exchange. (source: dominos pizza, inc.)

Domino's pizza India ltd. was incorporated in March 1995 as the master franchisee

for India and Nepal, of domino's pizza international inc., of U.S.A. Moreover, the

company holds the master franchisee rights for Sri Lanka and Bangladesh through

its wholly owned subsidiary..

Dominos pizza India has a network of 274 stores, in 55 cities, in 20 states and union

territories (as on 31st august 2009). According to the India retail report

2009,dominos are the largest pizza chain in India and the fastest growing
multinational fast food chain between 2006-2007 and 2008-2009 in terms of

number of stores.

Domino's vision is focused on " exceptional people on a mission to be the best pizza

delivery company in the world! ". Domino's is committed to bringing fun, happiness

and convenience to the lives of our consumers by delivering delicious pizzas to their

doorstep in 30 minutes or less, and its efforts are aimed at fulfilling this

commitment towards its large and evergrowing customer base.

Domino's pizza constantly strives to develop products that suit the tastes of its

consumers and hence delighting them. Domino's believes strongly in the strategy of

'think global and act local. Thus, time and again domino's pizza has been

innovating with delicious new products such as crusts, toppings and flavors suitable

to the taste buds of Indian consumers. Further, providing value for money at

affordable products to the consumers has been dominos motto. Initiatives such as

fun meal and pizza mania have been extremely popular with consumers.

The brand positioning of khushiyon ki home delivery (happiness home delivered) is

the emotional benefit dominos offer to consumers.

Major products they offer are pizzas, appetizers, pastas, cakes and beverages.

Brief History Of The Company, Pizza Hut

Pizza hut was started in 1958, by two brothers frank and dan carney in wichita,

kansas. They had the idea to open a pizza parlour. They borrowed $600 from their

mother, and opened the very first pizza hut. In 1959, the first franchise unit opened

in topeka, kansas. Ten years later, pizza hut was serving one million customers a
week in their 310 locations. In 1970, pizza hut was put on the new york stock

exchange under the ticker symbol piz.

Until 1997, pepsi owned pizza hut, the company also controlled a vast network of

fast-food operations that included kfc, pizza hut, and taco bell. With 29,000

locations across the world, the restaurant group was the largest in the world.

However, pepsico decided to spin off its restaurant business as a separate company.

Pizza hut is one of the flagship brands of yum! Brands, inc., which also has kfc, taco

bell, a&w and long john silvers under its umbrella. Pizza hut is the worlds largest

pizza chain with over 12,500 restaurants across 91 countries

In India, pizza hut has 137 restaurants across 36 cities, including delhi, mumbai,

bangalore, chennai, kolkata, hyderabad, pune, and chandigarh amongst others.

Yum! Is in the process of opening pizza hut restaurants at many more locations to

service a larger customer base across the country

Pizza Hut Vision And Mission

Worldwide and in India, pizza hut has come to become synonymous with the best

pizzas under one roof. This is because at pizza hut the belief is that every pizza has

its own magic, thus making it a destination product which everyone seeks. It is

this belief that has ignited the passion to create, innovate and serve the finest

product the industry has to offer, while setting standards for others to strive to

replicate.
Pizza hut is committed for providing uncompromising product quality, offering

customers the highest value for money and giving service that is warm, friendly and

personal. A critical factor in pizza huts success has been its unique dining

experience. Crewmembers at pizza hut strive each day to provide customer mania

the kind of service that ensures that every visit of the customer is a memorable

one.

A critical factor in pizza huts success has been a menu that has constantly evolved

and expanded to cater to the changing needs and specific preferences of customers

in different parts of the world. In having understood the pulse of the customers in

India, pizza hut has clearly established itself as a brand with an Indian heart.

Besides offering an extensive range of vegetarian pizzas, it was the first pizza chain

to open a 100% vegetarian restaurant in India in surat and later in ahmedabad and

chowpatty, where it offers a jain menu sans all root-based ingredients.

Over the years pizza hut has also developed and successfully introduced a range of

products especially suited to the Indian palate. These products like chicken tikka,

spicy korma, picy paneer and the masala and tandoori pizzas have been a

tremendous success. What has also given pizza hut acompetitive edge is that in

addition to an extensive range of internationally renowned pizzas like the Italian,

the proprietary pan pizza and stuffed crust, in India the menu offers the option of a

complete meal. It includes appetizers, a salad bar - where the customers can make

their own fresh salads, a range of soups, pastas and desserts etc.

Core Competencies
Pizza Hut

Tracing Footsteps

Pizza hut is akin to the Indian heart and taste buds. Pizza hut has been able to

capture the heart and soul of Indians. This, they achieved through rapid

Indianization of pizzas. Chicken tikkas, tandoori range and spicy korma were

welcomed by pizza lovers. In addition to this, pizza hut takes pride in having the

only 100% vegetarian pizza hut in the world at ahmadabad, surat and mumbais

chowpatty . It also has a special jain friendly menu without root based ingredients

and even serves salad dressings without eggs!!!

Through The Looking Glass

Thinking out of the box was never new at pizza hut. With the palat campaign, they

even nudged Indians to eat pizza backwards. The vehicle for this change was the

stuffed crust pizza which has become a huge hit. The pizzas outer crust has a

stuffing of mozzarella cheese and one can run into people eating these pizzas

backwards in many outlets. Talk about bringing changes!!!

Pizza hut is really going global. Tuscani pastas that is truly italian is now at every

pizza hut outlet. With changing tastes of Indians and greater acceptance of

international cuisines, pizza hut has introduced 30 new items on its menu for this

festival season. These include beverages, pasta and desserts.

Pizza hut express outlets were launched at malls, airports, department stores and

gas stations which offers a reduced version of the menu for globe trotters and busy

bees.
Moreover pizza hut is not just a hangout zone for youngsters. It organizes birthday

bashes, kitty parties and corporate lunches.

Pizza hut express outlets were launched at malls, airports, department stores and

gas stations which offers a reduced version of the menu for globe trotters and busy

bees.

Dreaming Big

Pizza hut aims to be the number one restaurant chain in India and expects a

turnover of $1 billion by 2015. The yum restaurants plans to invest $150 million in

the next 5 years to expand the number of outlets to 1000 from the existing 215.

Dominos

Pizzas topped with cheese and happiness, dominos is committed to put an extra

smile on its customers faces, with a mission of exceptional people on a mission to

be the best pizza delivery company in the world! ".

Tracing Footsteps

Many pizza lovers would still remember the havoc that occurred in mid april 2009 in

which some dull witted dominos employees posted a kitchen video of dominos that

clearly showed the lack of sanitation in their kitchen in youtube. The video attracted

millions of views in a few hours and was indeed viral. Dominos did an excellent job

of crisis management and used social media to spread a viral video in which the

company president took control of the situation and apologized to the public,

announced separation of the company from wrong doers and their prosecution. He
also guaranteed that such issues will not happen again. Dominos clearly proved that

communication meant engagement, transparency and responsiveness to the

interaction with customers.

Through The Looking Glass

It has never been difficult for dominos to find out novel ways to enthrall its

customers. Delicacies that do not rip wallets have always got the crowd coming

back to the dominos although its ambience is not up to that of its competitors.

Khushion ki home delivery, where the order gets delivered in less than 30 minutes.

All other activities, be it new variants, great service, timely deliveries or more for

the same price the effort of dominos has always been directed towards making its

customers happy.

Access To Crucial Resources

Pizza Hut

Workforce of pizza hut is chosen with the motto together we grow with primary

concern being quality of service, be it in terms of delivery or quality of pizzas. The

employees undergo extensive training to achieve technical finesse and leadership

qualities. The newly chosen chefs are trained by the older and more experienced

ones for a period of about 20 days. Pizza hut takes pride in walking the talk with the

leadership principles of yum restaurants. These values include customer focus, trust

in people, recognition, accountability, excellence, positive energy and team work.

The customer focus is so high that they have separate systems in place to satisfy

vegetarian customers. Vegetarian dishes are prepared and served using separate

green spatulas.
Moreover pizza hut is not just a hangout zone for youngsters. It organizes birthday

bashes, kitty parties and corporate lunches.

Pizza hut considers its employees to be the greatest strength. From the viewpoint of

a customer it is the variety and taste of pizzas which is directly tied to its

employees!

The menu remains constant throughout the country and varieties are just added.

The newest entrants into the Indian menu were stuff crust pizzas and cheesy bites

Vegetables, meat, and other additives are supplied by one common vendor.

Dominos

Dominos has been voted as the best employer by leading news daily, times of India

for the year 2009. The chefs of dominos pizza India are recruited by the hr

department located in noida after careful evaluation. Employees at dominos are

also smiling as they get incentives on meeting sales target and are also credited for

their performance.

Dominos has always been noted for the new items that spring up often in their

menu. Marketing department does a careful analysis of growing demands and

changing tastes and puts together the new menu that tantalises palates, says

marketing head, mr. Harneeth singh.

The menu remains same throughout the country and so do systems and processes.

National level suppliers are a part of the dominos family. Dominos firmly believe

that it is these systems and processes that enable it to get a better edge over its

competitors.
Dominos takes pride in its unbeatable delivery system. Delivery within 30 minutes

campaign was indeed revolutionary and is the best core competency that makes

dominos pizza a better experience than anyone else in the market.