Wait is finally over for those with a taste for the humble Italian ‘pizza’. Travelling to metros to satisfy pizza craving is passe. For, the pizzeria uno – “Domino’s Pizza” -- has finally arrived in Madurai. And it is time to begin the love affair with the pizza we know today, the ubiquitous tomato-flavoured base topped with cheese.
Barely three weeks into its launch and the young staff at the multinational food delivery giant is rubbing their hands with glee as cash registers jingle. Weekday or a weekend night, taking a bite of the “world’s favourite pizza” at the 48-seater store on 80-Feet Road, K.K.Nagar, seems to be the buzz now.
Not just the dine-ins, even the queue for takeaways and the phone bells ringing for home delivery seem to be growing by the day.
“The response so far has been tremendous. Customer feedback proves that non metro and other small cities are full of potential for our pocket friendly and delicious offerings. Our strong value proposition has effectively encouraged pizza consumption across the country and Madurai is no exception,” e-mailed an upbeat Mr. Ajay Kaul, CEO, Jubilant FoodWorks, holding master franchisee rights for Domino's Pizza in India.
Indeed, you can always spot people inside the see-through eatery -- college students, new age professionals, young couples, busy moms and dads taking their kids out on a guilt-free delicious solution.
This fastest growing multinational fast food chain, with 50 years of global standing and 15 years of presence in India, obviously needs no review in these columns.
Instant success
But my curiosity was aroused by instant success of Domino’s Pizza in our Temple town. Are people really giving the traditional idli-vada a go-by to try out something new?
My kids, influenced by TV ads of the new “chocolate lava” and improved pizza (total revamp of 50-year-old recipe), almost made me feel guilty for not yet being part of the crowd celebrating ‘fun food’.
Expecting small crowd on a Monday evening, I reached only to find it a big time for the store filled to capacity. People constantly walked in and out much like the trademark Domino’s boxes moving off the racks continuously.
There was no stopping to indulgence now even though just before going I read that with one pizza you straightaway add 900 calories.
It took 15 minutes to place an order and another 30 minutes to get it. Yet, the well-lit ambience with wall-to-wall colourful posters, the aroma of oven-baked pizza, bread and pasta, cheese and chocolate made me hold on. I spoke to quite a few regulars from day of inauguration. They were all happy faces.
Mine too turned into one, the moment I shoved in a spoonful of chocolate lava – crunchy cake on the outside with hot flowing chocolate fudge inside. It is temptingly delicious at Rs.45.
Revolutionary
The revolutionary pizza mania at Rs.39 each (four slices) with single toppings of either tomato, capsicum, onion or soya is already top selling. The basic, and still the most popular of all pizzas among kids, is the simple margherita with single cheese topping.
If you don’t quite like the regular deep-dish pizza, opt for cheese burst pizza or new hand tossed or thin crust version with extra taste and crunchiness. Try some unusual combination of toppings in both vegetarian and non-vegetarian. Or choose from value for money meal options that get you discounted coke, chocolate lava or bread sticks.
Side orders
For the side orders, there is veg and non-veg cheesy white and tangy red pasta (Rs.69 and 79), chicken wings (Rs.80), garlic bread sticks (Rs.55). To further modify your cost, you can ask for singles and doubles pizzas (Rs.39 to 75) instead of the regular, medium and large or the gourmet pizza of assorted fancy toppings (Rs.65 to 455).
Not only has Domino’s Pizza India remained focused on making great tasting pizzas, exceptional customer service and value for money offerings, but also lived up to its USP of “delivering delicious pizzas to doorstep within 30 minutes or free.”
Dominos Madurai is taking home delivery orders for distances within 10 minutes from the store. “Our brand positioning of ‘Khushiyon ki Home Delivery (Happiness Home delivered)’ is the emotional benefit we offer to our consumers,” logged in Mr.Kaul, adding the company was keen on opening a store here for long but for logistics constraint. “Now with our foot firmly in place, we will consolidate our presence and leadership position in the organized pizza home delivery segment and are evaluating for expanding our presence,” he added.
Despite a soft launch here, Domino’s has hit it big delivering “food, fun and innovation”. If they have changed their crust, sauce and cheese and introduced new tastes, exotic flavors, variety toppings at great price, its time you too changed your mind and satisfied the longings of your taste buds.
For home delivery or checking offers, call 2588899/2589971-75. Timings 11 a.m. to 11 p.m.
