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In a recent development, about 500 Domino’s Pizza outlets will not serve non-vegetarian products across major parts of India for nine days next month. The occasion is Navratri, which means nine nights in Sanskrit, when millions of Hindus fast and pray.
During this period they strictly avoid non-vegetarian products during this period, especially in Northern and Western regions of the country. Navratri begins on Oct. 1 this year. The nine-day period has traditionally seen a sharp drop in consumption of non-veg products in India.
It is to be mentioned that India is an important market for Domino’s with over 1,000 stores in nearly 250 cities, its largest outside the United States.
India is an important market for Domino’s with over 1,000 stores in nearly 250 cities, its largest outside the United States. It is also the largest pizza brand in India with roughly 70 percent of the market share.
The move comes as Domino’s Pizza struggles to sell pizzas and other products in India. Jubilant FoodWorks, the exclusive India franchisee for Domino’s Pizza and Dunkin’ Donut, announced a 3.2 percent year-on-year drop in same-store sales growth during the period between April and June.
The pizza chain also hopes that people purchase more products before Navratri’s slow season begins. Hence it has begun offering users special offers such as its popular “buy one, get one free” pizza over the past few days.