Domino’s Pizza India unveils new brand positioning “Yeh hai rishton ka time”

Posted by Domino's India I October 30th, 2012

From delivering happiness to strengthening relationships, Domino’s Pizza India unveils new brand positioning “Yeh hai rishton ka time”

India’s Pizza Delivery expert and market leader in the organized pizza home delivery segment announced the launch of their new brand positioning campaign “Yeh Hai Rishton Ka Time”. After spending four years with the emotional proposition of Happiness Home delivered- ‘Khushiyon ki Home Delivery’. Domino’s Pizza endeavours to deepen the engagement with consumers, through its new brand positioning that focuses on relationships and bonding.
Commenting on the new brand positioning campaign and tag line Mr. Ajay Kaul, CEO Jubilant FoodWorks Limited said “
After the successful run with our emotional positioning of ‘Khushiyon ki Home Delivery’, we believed it was time to take the consumer connect with the brand to the next level and hence this new positioning of Yeh Hai Rishton ka Time. We believe that it will help us continue the growth momentum and take the brand to the next level.”

Adding his thoughts on the brand’s repositioning, Mr. Harneet Singh Rajpal, Vice President, Marketing – Domino’s Pizza India said, “When we moved from ‘Hungry Kya’ to ‘Khushiyon ki Home Delivery’ in 2008, we took the first step in our transition from a functional fulfillment brand to an emotionally connected one. After four years of a fantastic run with this positioning, we felt it was time to evolve and anchor the brand in a deeper level of emotion. During this period, happiness sans emotion became diffused as more than 30 brands now have ‘happiness’ in their positioning statement. We now want to delve into a space and proposition which we can uniquely own. Our new positioning statement ‘Yeh Hai Rishton ka Time’ replays the fact that Domino’s time is the time which people spend together in a casual and informal way and it leads to the bonds, that people share, becoming stronger, warmer and more livelier.”

He further added, “The new positioning Yeh Hai Rishton ka Time would take us to a new level of emotional connect so that the engagement with the consumer is deeper and more enduring. Our constant emphasis with our brand repositioning would be to enhance and evoke happy memories of our consumers.”
The Campaign “Yeh Hai Rishton Ka Time” is conceptualized by Contract Advertising.

This new campaign would be supported by a Television Commercial and in store print elements like DHs, BTs, Translites, Banner, Bike Back, Hoardings, new brand website, promotion on social media etc.

About Jubilant FoodWorks Limited

Jubilant FoodWorks Limited (JFL) is part of Jubilant Bhartia group and India’s largest food service company, with a network of more than 500 Domino’s Pizza stores (as of 30th August, 2012) across 110 cities. JFL & its subsidiary operate Domino’s Pizza brand with the exclusive rights for India, Sri Lanka, Bangladesh and Nepal. The Company is the market leader in the organized pizza market with a 55% market share and 70%+ share in the Pizza home delivery segment in India (as per Euro monitor report 2012).The Company also has exclusive rights for developing and operating Dunkin’ Donuts restaurants for India and currently has launched 5 Dunkin’ Donuts restaurants in India (as of 6th October, 2012).

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35 Comments »

  1. Always love Dominoes. Hope they introduce some more beef/mutton pizzas

    Comment by arun — November 7, 2012 @ 12:24 pm

  2. Whatever product you are offering thats different story, first trear your customer well in service. I never ever met such a worst experience in your velachery, chennai location. Called alomost 15 times of all the number mentioned in your web page. I am using many online purchase but your people treated me that never ever turn back to your shop.

    Comment by Vijayakumar — November 10, 2012 @ 8:57 am

  3. There is no option online to order tacos . Please do not introduce products if we cannot order them online.

    Comment by Amita — November 10, 2012 @ 10:40 pm

  4. Ordered a taco was told I need to order a pizza, fail to understand why you advertise a side dish and are unwilling to deliver 500 meters even if was planning to order 4 nos, pls specify the minimum order value not that a pizza is a must in every order
    No rishta here….

    Comment by George — November 11, 2012 @ 5:27 pm

  5. The punchline is very good. Kudos to the Dominos team.

    I would suggest you to improve your “Rishte” (relationships) with clients as well. I just found out the manager at Hisar Dominos misbehaves when they are not able to deliver on time (just 1 hour late from the time of order.) Feroze, manager, misbehaves and tells you that there is no policy of 30 mins delivery time in Hisar.

    I hope you will be able to rectify these issues else this punchline is of no use.

    - Nitin

    Comment by Nitin — November 18, 2012 @ 7:35 pm

  6. i was ordered one farmhouse M pizza, you are not delivery with in your time limit . If you r saying we are delivered with in 30 min that means 30 min . your store manager sec-4 gurgaon Mr Shiv Kumar he don’t even bothered about time , he said we cant deliver the pizza with in 30 min. than why you are using tag line we are deliver with in 30 min
    very very bad service & you r employee are so rude for the customer

    Comment by vinay — November 19, 2012 @ 6:40 pm

  7. Dominos is shit

    Comment by vinay — November 20, 2012 @ 10:19 pm

  8. Where do i lodge a complaint for refund ?
    I still haven’t got my refund for late delivery of pizza.
    Data for reference :
    txn no : MCIT2850075479
    trace number : cc-832cbd8e
    order no : 221
    order date : 13th november 2012
    kichen detail :
    Electronic City 2, Shop No. 6-7, 1st Main, 2nd Cross,survey No. 14, Hosur Road,electronic City, Phase-1,bangalore – 560100 Ph.no. 080-28527360-67/ 41102621 / 41202620, 08028527360

    Comment by kapil — November 21, 2012 @ 1:13 am

  9. Just ordered from ur trimulgherry branch. Ive really got to commend on ur delivery guy Moses.he came in 15 min before time he is polite well mannered smart guy good work dominos

    Comment by Danny prasad — November 23, 2012 @ 10:17 pm

  10. The Best and the only delicious pizza deliver by dominos. For every celebration in our office dominos pizza is a must and completes the happiness of all. Whether the Veg or No Veg, Loving cheese burst, or pasta just loved the dominos. Not just me , all my friends and users ordered it everyday by using the coupons shared on the websites Here is the link :-> http://www.takeadeals.com/dominos-buy1-get1-free/
    Pizza without spending much and at your place anywhere anytime. Just loved it

    Comment by Vikas Singh — November 26, 2012 @ 11:21 am

  11. i purchased pizza from kota rajasthan , but this time..the quality of product was not good.It seems it baked in hurry. ….really bad experience.

    Comment by sandeep — November 27, 2012 @ 7:18 am

  12. I love dominos pizza.

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    Comment by pooja gupta — December 13, 2012 @ 1:37 pm

  13. yesterday was a great day as it was my 2nd marriage annivarsary as a part of my celebration i ordered a pizza.as usual mr.ganesh from mahim centre delivered us. i have met him the 3rd time. he is very good while serving ang we r very happy .

    Comment by preeti mehta — December 16, 2012 @ 1:43 pm

  14. Dominos always rawks!!!!!
    N v r very thankful to mss pooja…
    V r very happy from her service!!<3<3<3
    she ws vry hlpful…-bareilly

    Comment by aishwarya kochhar — December 16, 2012 @ 7:41 pm

  15. SHAME…..SHAME…..SHAME
    dominos is cmng pooooor….they r charging re.1 for ketchup packet whereas our local bakery guy give it free for Rs.5 patty……..

    Comment by manav — December 16, 2012 @ 10:05 pm

  16. Worst service ever when you order online..waited almost two hours for a pizza that never came!! Your processes suck so bad, the store doesn’t even know about the online order and is not capable of tracking it. To top it all off, they lie about the status everytime you call them, including the so ‘called’ manager!

    In short… get your foot out of your asses before you start publishing your ‘accomplishments’ in the media.

    Comment by Nikitha Omkar — December 18, 2012 @ 3:49 pm

  17. I purchased a boloroni pizza from g-corp mall pune on 16/12/2012. great service was given by Mr Zeesha ahemad and deepali. I received my pizza in just 7 mins, where in other outlets i need to wait for around 15-20 mins. deepali helped me for selection of my pizza thanks for her support. Earlier also i have been there but the service was not that good. This time it seems Zeeshan ahemad maintain very good service in outlet. 1st time i m satisfied with domino’s service I will defiantly through party to my friends in this outlet….

    Comment by Apurva Borkar — December 19, 2012 @ 12:21 pm

  18. I too agree… they r rubbish makers…the store stores pizza for two days then sells them.. i Ordered a pizza that was stinking badly. and after eating it i had loose motions. Doctor told me u had an infection. i was thus shitting all over the place.

    Comment by Sunny — December 19, 2012 @ 3:27 pm

  19. I am facing lot of difficulties to log in online & order online. May be store dont want me to get advantage of online ordering?????

    Comment by Sarika — December 19, 2012 @ 7:39 pm

  20. been a elite customer to dominos.. but experienced worst service at perambur, chennai. order not placed properly by MOHAN.. pastas half cooked and took more than a hour and worst service by ANSARI when questioned, paid back the money n order was not placed. SHAME ON DOMINOS WOULD NVR RETURN BACK AGAIN. TRY TEACHING SERVICE MANNERS TO EMPLOYEES..

    Comment by krithika — December 20, 2012 @ 1:57 pm

  21. If you already have non-veg pizza, why not introduce the classic Hawaiian ham-and-pineapple? It is the BEST!!

    Comment by Arif — December 20, 2012 @ 9:23 pm

  22. as i’ll have to visit domino’s threes in a week
    i am addicted to veg single onion topping.
    love to visit at swastik(ahmedabad) branch where i am always like to deal with Mr.Azhar Shaikh.
    as he is wearing smile on his face n obvious serve all customer very happily.

    thank you

    Comment by rohini bhalsod — December 30, 2012 @ 11:10 pm

  23. as i m addicted to have veg single onion topping.
    i have to visit every alternate days.
    like to go to swastik ranch at cg road ahmedabad.
    where my eyes finds only new joined Mr.Azhar Shaikh.
    having smile on his face.
    love to deal with such wonderful staff member
    thanku dominossss

    Comment by rohini bhalsod — December 30, 2012 @ 11:15 pm

  24. Most Worst pizza shop in the world….They no only how to cheat people.

    Comment by Pranesh — December 31, 2012 @ 11:09 am

  25. I had ordered a 2 pizzas from the Malviya Nagar, New Delhi outlet. It was New Year Eve so we were told that order would be delivered in 1 hour. We waited for >1.5 hours then called the store and were told our order was out for delivery. Then the delivery person called and asked for directions. After waiting another 30minutes we called back to be told that our order had been cancelled as they could not deliver to our address as it was outside their delivery zone!! In addition, the staff was extremely RUDE.

    We were shocked since they had accepted the order and their outlet is hardly a 10 minute drive from my residence (I have passed the store often). I have eaten at Dominos outlets previously, but was the worst experience by their UNTRAINED and UNCOUTH staff.

    Comment by Saurabh Mundhra — January 1, 2013 @ 12:14 am

  26. I am really amazed at the quality of your employees.
    Store: Indirapuram Gaziabad. Executive: Ajay Chauhan
    This guy has no idea how to speak to customers !!
    very very very arrogant … cant imagine this level of service from a brand like dominos.
    i do expect some feedback on this. Because to tell you frankyl, this man has really got guts !!!!

    Comment by Gaurav — January 1, 2013 @ 8:19 pm

  27. I got pizza delivery in more than 2.5 hrs on 31/12/12 !!!!!!! no buddy inform me during order taking that it will take so long time. Its really embarrasing

    Comment by Rukam Singh — January 2, 2013 @ 3:15 pm

  28. hi,

    this blog is really instructive. I would like to know more about this.
    I am really amazed at the quality of your employees.

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