News

'30 or free' offer costs Domino's Pizza India 10k pies

June 21, 2004

NEW DELHI—Domino's Pizza India's "30 minutes or Free" guarantee has boosted the past six weeks' sales by 15 percent, but according to the Financial Express, it's also cost the company 10,000 free pizzas.

"But, with each passing week this 'free' number is coming down as we plug in bottlenecks, strengthen our outlets with more resources and enhance in-store efficiency," said CEO Arvind Nair. "The incidence of free pizza came down by 30 percent in the fifth week."

The chain said is learning valuable lessons from the free-pizza campaign. It identified 20 of its 90 outlets where improvements such as more telephones, computers, people, ovens and delivery bikes were needed to handle peak rushes.

The free-pizza plan replaces its earlier delivery promise of pizza "in less than 30 minutes or Rs 30 (U.S. 65 cents) off."