Domino's and Pizza Hut Join Forces to Tackle Growing Competition from Local Rivals
Domino's and Pizza Hut, two prominent players in the pizza
industry, have recently undertaken substantial price reductions, slashing the
prices of their large pizzas by up to 50%. This strategic move is a response to
the increasingly competitive landscape of the quick-service restaurant (QSR)
market in India, characterized by the emergence of smaller, agile competitors
such as Tossin, GoPizza, Leo's Pizzeria, MojoPizza, Ovenstory, and La Pino'z.
The decision by Domino's and Pizza Hut to reduce their prices
significantly is emblematic of a broader trend observed in the fast-moving
consumer goods (FMCG) sector. In this sector, local players are progressively
challenging established brands, sometimes even outperforming them, particularly
in specific regional markets. Domino's, as a leading player in the industry, is
adapting its pricing strategy to maintain its competitive edge in response to
this trend. Recently, Domino's proactively reached out to its subscribers,
announcing what was described as an "epic price drop on large
pizzas," as reported by the Economic Times.
It is worth noting that this trend isn't exclusive to
Domino's and Pizza Hut. Several renowned Western-style quick-service restaurant
(QSR) chains, including Burger King, Pizza Hut, and KFC, have also grappled
with declining sales over the past three quarters. The decline in sales can be
attributed to intensified competition from local contenders and the impact of
inflation on consumer preferences.
In response to these challenges, major brands across the
industry are revamping their strategies. They are not only lowering prices but
also introducing more budget-friendly product lines. Additionally, they are
expanding their reach into previously untapped cities, aiming to entice a fresh
wave of customers. These strategic adaptations are crucial in adapting to
evolving market conditions and catering to shifting consumer preferences in the
ever-dynamic QSR market of India.