Domino's to get painted in Navratri colours by going 100% vegetarian
Domino's to get painted in Navratri colours by going 100% vegetarian

India is the land of festivals and keeping this in mind, international pizza chain, Domino’s has decided to get itself painted in 'Navratri' colours by going 100 per cent vegetarian. Company has decided to serve vegetarian cuisine to its customers in more than 500 outlets across the country, till the stretch of nine days starting from early next month. The move came right after the US Pizza giant’s sales slipped in India and now it is on the verge of making some recovery.

As per the new plan chalked by the company, right from the 1st October till 10th, almost 500 outlets of Domino’s, covering north and central parts of India and some parts of West as well, will cater vegetarian dishes to its consumers . This is the first time that western-style quick service restaurant (QSR) is converting to a Navratri menu on such a large scale. Food outlets and QSRs typically see dwindling sales during the Navratri period, which ends 21 days before Diwali.

Speaking about the company’s move, Dev Amritesh, President, Domino’s Pizza India said that Consumption of non-vegetarian food reduces significantly during this time. This move is an acknowledgement that though we are a global brand, we are conscious about consumer needs. It's about making a statement to consumers.

The pizza chain has also designed a special menu which will includes pizza bases made up of singhara atta (water chestnut flour) saabudana crispies and dumplings and cheese and sauces with only rock salt. This menu has been chalked keeping in mind that most of the customers refrain from consuming meat, wheat, garlic, onion and processed food during Navratri. Company stated that it will also kick out garlic and onions from its ingredients for these nine days. 

 
Stay on top – Get the daily news from Indian Retailer in your inbox
Also Worth Reading