500 Domino's outlets in India to offer only veg pizzas during nine-day Hindu festival
With this festive offer, Domino's India is attempting to recover from its slowest sales growth in two years. Photograph: (Getty)
As a part of its festive offer to woo the customers during Navratri, the nine-day Hindu festival to worship the deity Durga, half of the Domino's outlets in India will offer only vegetarian pizzas.
"Consumption of non-vegetarian food reduces significantly during this time. This move is an acknowledgement that though we are a global brand, we are conscious about consumer needs. It's about making a statement to consumers," Domino's Pizza India president Dev Amritesh was quoted as saying by The Economic Times.
The latest offer comes at a time when the Indian arm of the US pizza giant is attempting to recover from its slowest sales growth in two years.
Food outlets and Quick Service Restaurants (QSR) usually see a drop in sales during the Navratri period when many Indians, particularly Hindus, abstain from eating meat, garlic, onions and processed foods.
Select Domino's outlets will not use these ingredients for their pizzas during this period, instead using pizza bases made of water chestnut flour, saabudana crispies and dumplings and cheese and sauces with only rock salt.
"Pizza being a very versatile product, we have been able to create this menu," Amritesh said.
With a 30 per cent market share, Domino's leads the list of quick service restaurants in India followed by McDonald's, KFC and Subway, the National Restaurant Association of India (NRAI) reported this year.
It also has the largest market share of 70 per cent in the organised pizza market in the country.