US quick service restaurant chain Domino's Pizza has announced that it will expand its product offering and focus on smaller towns for growth opportunities.
The company also said it is going ahead with an aggressive brand building exercise, including increased spending on marketing and special offers, as it seeks a bigger pie in the estimated Rs 1,000-crore Indian pizza market.
“Our strategy now is to introduce at least one new product every 3-4 months and this fiscal we will add three more items,” said Dev Amritesh, Vice President ( Marketing), Domino's Pizza India.
Domino's currently has 19 pizza variants in the Indian market, besides five non-pizza items, including choco lava cakes and pasta which were introduced last year.
The firm plans to open 60-65 outlets every year for the next three years in India. It currently has around 310 stores across the country.