The World Cup has brought half-price pizzas!

The 50-over Cricket World Cup is underway in India. And India just won its first match. It is well-known that cricket seasons act as a massive boost in revenues for the food service industry. But one of the most well-known pizza chains in the country might even be stepping it up a notch.

Domino’s announced that starting from October 4th, they’ll be slashing prices for items on their menu by up to 50% ahead of the start of the World Cup. The goal is obviously to target new customers and bring back old ones too.

India is a highly price-sensitive market for most goods apart from the luxury segment. And a drastic decrease in prices for this one food chain means a whole host of customers should in theory flock to them.

In recent years in the country, pizza chains which were regulars for customers traditionally, have started to face tough competition from upcoming chains for food items like Biryanis and Fried Chicken. And competition between the various pizza chains is also as intense as ever. So attracting customers using discounts might seem like a good idea.

And more so from the point of view of customers who want to eat pizzas. But shareholders of Jubilant Foodworks might be getting restless (Jubilant holds the master franchise for Domino’s Pizza in India). And that is because while the goal may be to compensate for the dip in purchase value per order by an increase in the number of orders, it can only be seen after the fact if this puts a dent in the financials for the group or uplifts it.

There is a hope that the upcoming festive season in combination with the Cricket World Cup uplifts businesses and the economy by extension. We’ll have to see how Domino’s’ strategy works and if other food chains also follow in their footsteps later on.

What do you think? Will it be okay for the financials of the company or will this prove to be a bad campaign for them?

Anyway, more pizza for us. And if you enjoyed this article, you can read more from me here. And do let me know if you want a specific topic covered.