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Bangalore, Aug 26 Pizza chain Domino’s is planning to launch express counters and facilitate online ordering services in the country.

With over 55 per cent of its revenues coming from home delivery, Domino’s is exploring the possibility of further strengthening this segment through its new services. The Domino’s Pizza India Chief Executive Officer, Mr Ajay Kaul, says that “the company is exploring all the formats that we can operate viably to reach our target consumers.”

The Indian pizza market is valued at around Rs 675 crore with Domino’s enjoying about 45 per cent market share in the country, according to Mr Kaul.

With over 270 stores in 58 cities and plans to take the number to 310 by March 2010, the US-based pizza chain now serves around one lakh customers everyday.

On the pricing front, Domino’s has positioned itself as an ‘affordable brand’ offering the Pizza Mania range, starting from Rs 35, which was launched last year.

Domino’s also recently launched a range of pastas in the country. Commenting on whether this would cannibalise its basic product offering, Mr Kaul says “this is seen as a complementary offering. We are intrinsically a pizza company.” Mr Kaul currently sees five per cent of his business being contributed by the pasta range.

More Stories on : Retailing | Supply Chain Management | Food & Cuisine

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