Commerce Food

How did Domino’s Win India’s Pizza Wars?

One of the fascinating and disturbing trends we have been following since the 1990s is how US fast food and casual dining brands such as McDonald’s, Pizza Hut, Domino’s, Subway, and Friday’s have penetrated into the Indian market of 1.3 billion people. Some food is better suited to India than others- for example steak will simply never work in this Hindu majority country.

However pizza has been loved by Indians for many decades. It was only a matter of time before the vicious “Pizza Wars” broke out between America’s most powerful chains in the alleys, streets and shopping centers of Mumbai, Delhi, Bangalore, and other cities. It’s worth watching this well-documented CNBC breakdown of these battles, and how Domino’s appears to have gained pole position in the growing Indian market with a whopping 70% of the pizza pie chart partly by customizing the menu for local tastes. Spicy banana pizza, anyone???

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