A pizza joint or a burger joint should realize that in a fast expanding market, they are not just competing with outlets which have similar interests but also with other kinds of food outlets as well. - Arvind Singhal, MD, KSA Technopak
Pavan Bhatias expansion plan for Dominos in India (1999) Strategies used :
o o o o o
Real estate outlets at corporate offices cinema halls college campus small towns
Innovate Strategies :
o IOC Tie-up o Jet Airways o Railway station
Expansion strategy was too ambitious Huge gap between projection and actual sales
Location of Outlets
Operation Cost Overheads
Unacceptable Pricing Low footfalls and consumption in small cities Nationwide advertising campaign Toll free number to order pizza Inaugurations by film stars
Move from Company owned outlets to Franchisee owned outlets Extensive research before launch in new areas Start up with a pilot launch
Spread out the expansion plan over a few years Advertising in areas where services are present Sound top level management