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Jul, 01 2007

Biggies eye pizza mart

First came the sachets of shampoo, then fizzy drinks grew smaller. Now pizza makers hope to entice with a slice. You do not need to go the whole seven or 12 inches. That\'s one way they intend to penetrate the Rs 700 crore organised pizza market.

First came the sachets of shampoo, then fizzy drinks grew smaller. Now pizza makers hope to entice with a slice. You do not need to go the whole seven or 12 inches. That's one way they intend to penetrate the Rs 700 crore organised pizza market. While established pizza makers are expanding into smaller towns, new comers are focused on a bite into metros. After Papa John's, Sbarro, the fifth largest pizza chain in the world has entered India with its unique USP. You can just buy slices with different toppings and flavours instead of a whole pizza. It is something no other pizza chain offers in India as yet.

Sbarro opened its first outlet in Delhi and plans to open 10 stores by next year with an initial investment of $ 25 million. And now it is targeting Mumbai, Hyderabad, Kolkata and Bangalore. Sbarro entered India as a 50:50 joint venture (JV) between Hotz Industries and Sbarro International.

Sbarro will have co-owned restaurants in the initial years, JV owned and then sub-franchise outside when it goes across the nation. Dominos and Pizza Hut have tied up with Baskin Robbins; and Papa John's is looking at entering new cities. For Papa John's, the strategy is to open dine-in stores, get more brand equity and then get into smaller formats like kiosks and express stores.

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