"30 Minutes or Free Pizza"....In Indian Traffic?

Dominos, you know, that $15 billion pizza company with over 20,000 stores across 90 countries? Yeah, that one. If you’ve heard of it then you’ve probably heard of its delivery policy. Get your pizza delivered to your doorstep within 30 minutes of placing your order and if you don’t, well you get it for free. Now this might seem doable in some areas but when you begin to question the feasibility of this promotional stunt in a crowded country like India, where you’re moving from bumper to bumper, you may want to reconsider how this gimmick actually works.

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Well, the answer is embedded in the fine print, the terms and conditions which follow every ‘too good to be true’ deal. Domino’s specifies that they are only liable up to Rs. 300 and if your order has 4 or more pizzas, then it is considered as a bulk order, invalidating the service guarantee. The guarantee is not applicable on days like New Year's, Ganesh Chaturthi, Christmas and Durga Pooja. They also reserve the legal right to withdraw their guarantee without prior notice. (Read more at Dominos)

To ensure minimal losses, they typically limit their delivery distances and have designed an efficient and systematic procedure.

From order to oven, it should not take more than 4 minutes. Since the oven takes six minutes to bake; cutting, packing and pick-up make up for another five minutes. And delivery time should never exceed eight minutes. Making it 23 minutes. (Read more at Economic Times)

As one might assume, Domino’s has a lot of stores and employees to cover different areas. Specifically, they have 20,000 employees across 552 stores spanning 118 cities in India. There have been times when the number of delivery men was more than the number of cooks in the kitchen! (Read more at Economic Times)

Image from Unsplash

What once started as a new campaign in the 1970s to boost sales and compete with Pizza Hut- their biggest competitor- has now become synonymous with the brand. It has helped it stand out and reach the top of the pizza tower.