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Burgers beat pizzas in fast food war


New Delhi: If there’s one reason that has made the country’s largest pizza maker rethink its strategy and dish out burgers, it’s your habit of snacking throughout the day. Welcome the burger pizza by Domino’s, a pint-sized product the company thinks will help it ? fight the growing dominance of burgers here.

“Being a pizza company we couldn’t launch a pure burger. We combined the individuality of a burger with the comfort factor of a pizza.” said Dev Amritesh, president and chief business officer at Domino’s India, which operates more than 1,000 pizza outlets across the country “It has beaten our expectations.”

Amritesh, who feels pizza is more of an occasional con-4 sumption item, attributed the onslaught of burgers to global burger chains that have flooded the organized food services market (consisting of chain outlets, organised standalone outlets and restaurants), which is pegged at over Rs 1 lakh crore in 2016. For instance, Burger King, Wendy’s, Carl’s Jr Johnny Rockets and Fat Burger have recently set up shop here, while PRICE FACTOR Pizza prices have been Increasing by 6-7% every year, while burger prices have remained stable, says Abneesh Roy of Edelweiss Securities no major pizza players have entered the market.


You can have burgers anytime during the day, says Amit Jatla of Westlife Development. Pizza is more of an occasional consumption item, feels Domino’s Dev Amritesh.

We haven’t seen a lot of innovation from pizza brands apart from Domino’s new burger pizza, says Saloni Nangia of Technopak.

NEW ENTRANTS Burger King, Wendy’s, Carl’s Jr, Johnny Rockets and Fat Burger. No big pizza players have entered recently

“Even globally, the fast-food industry is dominated by burger companies,” said Saloni Nangia, president of retail consultancy Technopak. “The market share of burgers has increased, in India. Now, pizzas and burgers are neck and neck with around 6-7% share each. Also, we haven’t seen a lot of innovation from pizza brands apart from Domino’s new bur-ger pizza.”

While pizzas constitute 6.2% of the total food services market in the country, American cuisine including burgers now account for 7%, revealed the latest NRAI-Technopak In-dia Food Services Report.

Industry experts said burger brands are making a faster comeback than pizzas, while sales of both fell last year as a result of cautious consumer spending. ‘Apart from the innovation, as a consumes; you can have bur-gers anytime during the day, for breakfast, lunch or dinner,” said Amit Jatia, vice-chairman, Westlife Development, which owns the franchise rights for McDonald’s in south and west India. “For instance, our break-fast menu has burgers too.”

Source :Times of India

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