Dominos is apparently walking an extra mile to attract more customers during the Indian festive season of Navratri. The US pizza giant has decided to turn around 500, that is approximately 50% of its outlets in India completely vegetarian during the nine-day Navratri festival in October.
One of its kind business decision, Dominos is working hard towards attracting more and more customers to overcome losses from its slowest same-store sales growth during the last two years, according to Economic Times.
The nine-day extended Navratri festival is celebrated through the nation and a great majority of vegetarians generally avoid food joints that serve both veg and non-veg food. In order to sway these customers from flocking away, Dominos has taken this massive step. Not just this, the pizza chain has also decided to do away with garlic, onion and wheat as devotees strictly prohibit these during the auspicious festival.
So as of now, a new menu integrating the necessary dietary restrictions that people follow will be available soon, reports company. The new pizza bases will now be made of singhara atta (water chestnut flour) instead of regular wheat grain. The table salt will be replaced by rock salt and the menu will also have sabudaana starters.
It is for the first time in India that a western-style restaurant has radically changed its entire menu according to a festival on such a large scale. Dominos has around 1,062 outlets in India.