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Jul, 04 2015

Domino\'s joins hand with MasterChef Vikas Khanna to serve gourmet pizzas

With this association, the pizza chain is targeting to boost its revenue and profitability and keep up with customer preferences.

Domino's Pizza India has joined hand with Vikas Khanna, the Michelin-starred chef, to introduce gourmet pizzas amongst its other offerings.

With this association, the pizza chain is targeting to boost its revenue and profitability and keep up with customer preferences.

"We have seen mushrooming of standalone pizzerias, especially in tier-I cities," said Harneet Singh Rajpal, Senior VP-Marketing, Domino’s.

Chef Khanna will engage with chefs of Jubilant FoodWorks-owned Domino's to create European-styled pizzas and snacks and will promote the range across his Facebook page and Twitter handles, on television and on cookery shows.

Meanwhile, he will also work as a brand ambassador for Domino's Pizza.

"The idea is to build on consumer understanding, collaborate and co-create to bring evolved pizza experiences. The new offerings will be unique and hopefully Domino's consumers will enjoy our joint efforts on innovation," shared Khanna.

"This is a celebrity endorsement where the endorser himself is the authority. We believe it will change the game for pizzas and create a new paradigm," added Rajpal.

However, Khanna-made pizza will be placed between Rs 250 to Rs 500 for a single pizza.

The range created by Khanna will be sold and delivered across Domino's restaurants across 203 cities in the country.

"The percentage consumption incidence of our premium existing range shows we have similar numbers of consumers across metro cities and tier-II and III markets," Rajpal said.  

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