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Sep, 07 2011

Of profits & pizzazz...

The man with a multi-cultural persona, an avid tennis fan with a strong Italian connect Steven F Pizziol, Vice-President, Domino's, International Asia Pacific Region, in an exclusive chat with Tushi Deb, speaks on the burgeoning Indian pizza market and h

The man with a multi-cultural persona, an avid tennis fan with a strong Italian connect Steven F Pizziol, Vice-President, Domino's, International Asia Pacific Region, in an exclusive chat with Tushi Deb, speaks on the burgeoning Indian pizza market and his vision ahead

Tell our readers more about yourself.

I was born, raised and educated in Melbourne, but have not lived in Australia for more than 22 years. Both my parents were born in Italy, so I have a strong liking for Italian things, especially food, wine and pizza. Therefore, working for Domino's is an excellent fit.

Tell us about the fastest growing markets for Domino's. How important is Indian market for you?

Several markets in Asia are growing rapidly, including South Korea, where we have 350 stores now. Malaysia is also growing at a fast rate. Overall, there is a good momentum for Domino's in the region right now. India is offering us fastest growth in terms of stores and sales. The Indian market is one of the important markets for Domino's and will continue to remain so as we expand almost beyond 400 stores.

How is the Indian pizza market different from the West?

The main difference is that it's a relatively new category as compared to the West. The change is setting in with the rising demand of pizza in the Indian market and to meet this demand there is an increase in the number of Domino's Pizza stores in India.

What is India's contribution in Domino's global revenues?

Domino's has more than 9,500 stores worldwide. Almost 400 stores in India contribute to the overall revenues on a relative basis. The revenue contribution from Domino's India will continue to gain importance with the increasing number of stores and sales.

What inspired you to take the franchise route for expansion in India?

Internationally, Domino's has been successful by adopting the master franchise model. In India, too, we have been successful with this business model. We have exceptional franchise partners in India and they have done an amazing job for the growth of the brand.

What kind of product innovation plan has Domino's charted for India?

Domino's in India is continuously innovating. Pizza mania was and continues to be an incredible success here. India was the first market in the world to launch this product supported by an award winning marketing campaign.

Share your expansion plans in India.

We are planning to grow at a rate of 60-70 stores per year in India. Importantly, Domino's is now spreading outside the metros and is moving into tier-II and III cities across the nation.

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