At a time when the fast food industry is facing the pressure of slowdown and cautious consumer sentiment, Domino’s Pizza India is hoping to woo new customers by going regional.

Based on an internal research into the lifestyle and food choices of consumers, the company is offering pizzas with southern flavours in Karnataka, Kerala, Andhra Pradesh and Tamil Nadu. For now, the company has launched two new pizzas with regional toppings -- Southern Chilli Chicken and South Zesty Veggie.

Harneet Singh Rajpal, VP Marketing, Domino’s Pizza India, said, “We hope to add new consumers with the launch of new pizzas with a southern twist.” The pizza chain is also looking to expand its range with regional toppings, keeping in mind the lifestyle and palate choices of consumers in these four states.

The company is backing up its launch with an ad campaign in the region. He said the four southern states contributed significantly to its revenues, without giving out specific figures.

Rajpal said that the past 18 months had been challenging for the industry because of inflationary trends and cautious consumer sentiment, which is why the company had been aggressively focusing on new launches and national communication campaigns. In the last year, the company has also been expanding its presence in tier 2 and tier 3 markets. It has also been working on strengthening its delivery business through online channels, including mobile apps.

As per CRISIL Research in 2013, the quick service restaurant market is expected to touch the Rs 70 billion mark in 2015-16 from Rs 34 billion in 2012-13, driven largely by new store additions.

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