The Hindu Business Line : Indians consuming 3 million pizzas a month

Call it junk food if you like, but people across the country are consuming over three million pizzas a month currently, and the monthly sales figures are projected to double in the next four years.

According to industry data, of the total branded quick service restaurant market of over Rs 1,200 crore, the pizza chains contribute around 50 per cent of the sales. In fact, the two pizza chains that currently dominate the branded pizza quick service restaurant market — Domino’s and Pizza Hut — together account for over 75 per cent share. “Pizza is one of the most successful product categories that has grown in the quick service restaurant segment in India,” said Mr Anup Jain, Marketing Director, Pizza Hut, Yum! Restaurants International.

“We sell over 1.4 million pizzas a month currently and expect to grow at over 20 per cent on a year-on-year basis for the next four years,” said Mr Jain. Pizza Hut has 134 restaurants across 34 cities in India and has 30 per cent share of the branded eating out market.

Big plans

Pizza Hut’s close competition, Domino’s, too has grand plans for expanding its operations in India. “We have just completed the 150 outlets mark and are currently selling over a million pizzas a month,” said Mr Ajay Kaul, Chief Executive Officer, Domino’s Pizza India Ltd. The company plans to sell over five million pizzas through 500 outlets across 50 cities by 2011.

On the factors fuelling the rising fast food consumption in an increasingly health conscious India, Mr Kaul said, “Though easy availability of disposable incomes is one factor, with it comes the fact that our target audience between the age group of 18 and 35 is always hard pressed for time. They look for availability of cheap options that are available at odd hours. This is where we score.”

Mr Jain also pointed out that “Even the health conscious indulge in food. Also, with hectic schedules and busy lifestyles, consumers revert to more such ways to lighten up their mood.”

An industry watcher said, “Considering the long work hours of young professionals, it is only natural for them to reach out for easily available options that are ready-to-eat and less time consuming. In fact, it won’t be wrong to say that the pizza companies will also offer fat free or low calorie pizzas to cater to the needs of the health-conscious people.”

Related Stories:
Pizza Hut offers desi flavours in intl format
Pizza Hut ends 2005 with 127 restaurants

More Stories on : Food & Dairy Products | Marketing Research

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page