Domino’s Pizza is now delivering pasta. Here’s why
At hindsight, pasta was always the logical extension for Domino’s Pizza in India. After the pizza, pasta perhaps is the Italian food Indians are most familiar with. It is available in several fine-dining restaurants as well as fast-food eateries. Domino’s has taken the game to the next level by coming out with home-delivered pasta.
“Feedback from consumers told us that while pasta was still looked upon as more special than pizzas, it had gained popularity over the years, but there was still no one delivering it home,” says Amritesh, senior vice-president (marketing), Domino’s, explaining how for a chain focussed on delivering pizzas, serving pastas is not a large digression. “Pastas are what pizzas were ten years ago — suited to celebrate special occasions,” says Amritesh
Its pizzas have a liberal dash of local flavours. The sauces being used for the pastas, notes Amritesh, too are closer to the Indian palate.Smart pricing has seen a choice of two pasta variants, one with white sauce and the other with red sauce, for a price of Rs 69 for a vegetarian option and Rs 79 for a non-vegetarian one, provided you order four of them (to meet the minimum order limit). To nudge it off the shelves, Domino’s gives you the option to grab vegetarian pasta for Rs 39 as a side dish with a pizza and garlic bread-stick/Pepsi combo, all of which would lead to an increase in the ticket size for Domino’s.
Domino’s have opened shop in Hungary Jack Complex of Gangtok recently.
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