Thailand's The Pizza Company makes 30-minute delivery promise

Dec. 17, 2003

BANGKOK, Thailand—Following the recent introduction of a 30-minute delivery guarantee by Pizza Hut, The Pizza Company is promising the same.

According to The Nation, The Pizza Company, which lays claim to a 65-percent share of the Bangkok pizza market, has promised its home-delivery customers a coupon for a free large pizza—dine-in, carryout or delivered—if a delivery pizza doesn't arrive in 30 minutes. The deal is good nationwide.

Nearly three decades ago, Domino's Pizza popularized the 30-minute guarantee in the U.S. It later removed the promise (it still offers it in some international markets) after one of its drivers was involved in a fatal collision with another car. A jury deemed the driver was hurrying to meet the 30-minute deadline, and that his haste caused the accident.

Currently there are 127 Pizza Company outlets in Thailand, 70 of which are in Bangkok. The chain recently added outlets in Kuwait and wants to enter Bahrain.

An official from The Pizza Company said the firm will spend Bt200 million (U.S. $5 million) on marketing in 2004 (30 percent more than in 2003), and invest Bt700 million (U.S. $17.6 million) to build an additional 30 outlets over the next two years.

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