Domino’s Goes Vegan This Navratri: ‘Sanskaar’ Surpassing Business?

Around 500 Domino’s outlets across North and Central India will turn vegetarian, starting 1 October.

Dwindling sales has Domino’s Pizza turning vegetarian. Yes, it’s true. Domino’s is all set to serve saabudana crispies – no garlic, no onion – for nine days this Navratri season.

Around 500 Domino’s outlets across North and Central India will go vegan, starting 1 October. This is perhaps the first time that a western-style quick service restaurant (QSR) is adapting a Navratri menu on such a large scale.

Domino’s has turned vegetarian for Navratri in the past too, but only at specific stores and never for delivery orders.

Consumption of non-vegetarian food reduces significantly during this time. This move is an acknowledgement that though we are a global brand, we are conscious about consumer needs. It’s about making a statement to consumers.

Dev Amritesh, India President, Domino’s Pizza

By turning vegetarian, Domino’s hopes to bolster its sales which has taken a recent hit. The franchise has seen the lowest same-store sales growth (SSG) in the last seven quarters, owing to various factors like delay in launch of newer products, competition from online players etc.

The market space that Domino’s operates in is highly competitive and the need for innovation is therefore enormous. So Domino’s has decided to get on the good (vegetarian) side of the Navratri followers.

Source: Economic Times