500 Domino's stores will turn all-vegetarian next month
A worker prepares a vegan pizza at a Domino's in Tel Aviv, Israel, July 16, 2015. Photo: Reuters
What remains to be seen is if this move draws more customers or hits their sales.
Celebrating the nine-day Indian festival of Navratri, Domino's Pizza has decided to turn half of its outlets in India all-vegetarian starting October 1, reports Economic Times.
What remains to be seen is if this move draws more customers or hits the sales of the Indian unit of the US pizza giant.
About 500 outlets will not serve non-veg pizzas for nine days starting October 1, as many people abstain from meat, wheat, garlic, onions and processed foods during the auspicious festival. The restaurant will be serving a Navratri menu that will include pizza bases made of singhara atta (water chestnut flour), saabudana crispies and dumplings and cheese and sauces with only rock salt. The pizza chain will not use garlic and onion and will do away with grains that aren't consumed during the period.
Economic Times reports that in the past Domino's has served vegetarian food during Navratri, but only at select stores and not for delivery orders.
Domino's Pizza India President Dev Amritesh told Economic Times "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."
"Pizza being a very versatile product, we have been able to create this menu. Turning all-vegetarian for such a large number of stores was a huge initiative involving logistical challenges and aligning with suppliers," he added.
According to Economic Times, with 1,062 restaurants in 248 cities, Domino's leads the organised pizza market with a more than 70% share.