The company has only just introduced its global standard, 'Domino's Pizzas, delivered hot and fresh in less than 30 minutes - or free', in India, where it had been offering a discount if the pizza did not arrive within the deadline
According to Arvind Nair, chief executive officer of Domino Pizza India, the company has different packages for different markets. Each package of its delivery promise is based on various local conditions such as climate, roads and infrastructure. Local conditions had previously kept India off the brand's global platform, but recent improvements, particularly in infrastructure and road conditions, prompted Domino's to introduce this offer.
The chain also found customers did not take its previous offer of Rs 30 discount (about 66 US cents) awarded for each delay seriously. "We are now offering an unconditional guarantee which is far more reassuring and customers will take it seriously," he explained.
Domino's TVC features film star Paresh Rawal looking at a heavy downpour and a traffic jam - so he dials Domino's and orders a pizza absolutely sure that the weather and traffic snarls will ensure a free treat. Beaming with hope, he sings and dances waiting for the delivery boy to turn up, only to be disappointed as the pizza beats the clock.
The 30-second spot, created by Contract Advertising, is being aired across TV channels such as Sony, Zee, Star TV, Discovery and Cartoon Network, and will run for two months.
The switch to the global brand promise precedes the company's expansion plans for India. With 90 stores across 24 cities, Domino's is the leading pizza player in the country. Nair said the chain planned to add eight to 10 new outlets this year. "With India being one of the top two markets in terms of quality of operations for Domino's worldwide, the new brand promise will work wonders," said Nair.