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— S. Gopakumar

Educating employees: A Domino’s outlet at Technopark in Thiruvananthapuram (file picture).

Purvita Chatterjee

Mumbai, Aug 28 Domino’s Pizza India has reduced its attrition rates to 3.5 per cent this year by incentivising its 5,000 odd employees with the promise of further education.

“There is focus on employee engagement and with the setting up of our Domino’s University last year, whereby employees can continue with their further education, our attrition rates have been dropping,” Mr Dev Amritesh, Senior Vice-President, Marketing, Domino’s Pizza India, said.

Bearing 50 per cent of the cost of pursuing further degrees such as an MBA or a graduate programme , the pizza chain has also tied up with IMT Ghaziabad to offer the courses.

“Two years ago, our attrition rate stood at five per cent and now the levels have been steadily dropping. There are plans to further scale up our educational programmes, apart from raising the compensation levels of our employees,” Mr Amritesh said.

Based on the home delivery model, Domino’s today has nearly 4,500 employees working for it at the store level. Its young delivery boys are mostly in the below 20 age group.

“These are young people who are looking for options before pursuing higher studies. We are a large MNC employing people from all strata of society and believe in having a role in the lives of our employees. Some of them have not even dealt with computers and we give them a chance on how to use them at our stores,” Mr Amritesh said.

Having faced hurdles in the Indian market with a quick turnover of its CEOs, Domino’s is today once again on an expansion spree. “We have not closed down any outlets in the past four years and instead have added 100 in the past two years. Our target is to have 500 outlets by 2011,” he claimed.

Earmarking an investment of Rs 80 crore, Domino’s would be adding 70 outlets to take the total count to 207 outlets during the course of the year. Domino’s is now planning to go to tier 2 and 3 cities and has already launched its services in eight smaller cities in the past four months.

Sporting a new baseline – Khushiyon Ki Home Delivery, Domino’s is trying to beat input cost inflation and has recently launched a ‘Pizza Mania’ range pegging it at Rs 35 for a single pizza.

However there will be no change in prices for its regular 7, 10 and 14 inch pizza. Currently, Domino’s has a 42 per cent share in the Rs 680-crore organised pizza market.

More Stories on : Human Resources | Food & Dairy Products

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