Tuesday, October 31, 2006

Pizza chains targeting small towns

The Economic Times reports that multinational pizza chains are all turning towards the potential market in the smaller towns and cities of India. Menu offerings are also being localized to suit the palette of the small town customer. Cities like Vapi, Guwahati, Jamshedpur, Meerut are all on the list of pizza chains soon to be opening list.

According to Arvind Mediratta of Yum Brands and promoters of Pizza Hut, "The organized pizza market, which comprises MNC chains and big brands is worth Rs 700 crore and is growing at a rate of 30 per cent annually. Innovation and localization are the key to growth in the pizza industry."

Pizza is not seen only as fast food any more and the demand for pizza is growing due to consumers changing lifestyles and eating habits. The major multinational players in the pizza industry in India are Pizza Hut, Domino’s, Papa John's and Pizza Express. Delhi based Nirula’s is the most well known Indian pizza brand.

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