The world’s most affordable Domino’s pizza can be found in inflation-affected India, priced at just $0.60. As the largest pizza brand in the world responds to high inflation in the nation with the highest population, it introduces this 49-rupee ($0.60) pizza, which serves at the forefront in its battle against surging inflation that is impacting profits and deterring many customers. The CEO of its Indian franchisee confirms that the company aims to dominate this price point. This seven-inch cheese pizza with a sprinkle of basil and parsley is the cheapest Domino’s pizza available globally.
The company’s goal is to retain its market share, which it has built over the past three decades during the nation’s rapid growth. However, competing with India’s street-food culture, where items like samosas are available for as little as 10 rupees, presents challenges. The CEO of Jubilant FoodWorks, which runs 1,816 Domino’s outlets in India, holds weekly staff meetings to brainstorm cost management strategies in the face of historic high inflation. For instance, the company has removed pizza box lids to save packaging costs, given that a significant portion of their Indian business involves dine-in customers.
Other global fast-food giants like Pizza Hut and Burger King are also adjusting their tactics to tackle inflation in this price-sensitive market. They are offering low-priced options to attract customers to their stores or apps in the hope that these customers will opt for additional add-ons or upgrades, thereby increasing overall sales.
The introduction of the 49-rupee pizza by Domino’s has been a strategic move, cutting prices and adapting its offerings in response to rising costs, particularly for key ingredients like cheese and chicken. While it’s been a challenging year for the fast-food industry in India, the overall market for quick-service restaurants is expected to grow, though at a slower pace than in previous years. Despite the challenges posed by inflation, some consumers continue to indulge in higher-priced gourmet pizzas, particularly in wealthier areas.
India’s Domino’s Pizza franchise has taken the initiative to combat inflation by offering the world’s cheapest pizza, aimed at retaining customers amid challenging economic conditions. This move is part of a broader effort by various fast-food chains in India to provide budget-friendly options and stay competitive in the market.