Your favourite donuts are just a call away.
Jubilant FoodWorks, which has transformed the Indian pizza market with the home delivery of Domino’s Pizza, will soon replicate the model for Dunkin’ Donuts.
The company, the master franchisee for US-based Dunkin’ Donuts in India, has been implementing the model on a trial basis at its store in Greater Kailash for the past two months. This has never been tried in the US.
| DUNKIN’ DONUTS | |
| Started operations | in May |
| Number of stores |
7
|
| Area of operations | National capital region |
| Target | To enter other cities next year |
| 5-yr target | 80-100 stores |
| 15-yr target | 500 outlets |
“We will replicate the home delivery model with a few select stores to start with. Later, it would be taken forward, depending on locations and demand,” said Dev Amritesh, president and COO, Dunkin’ Donuts India, Jubilant FoodWorks.
This would essentially feed the nascent breakfast market in India, yet to taste the home delivery model.
Dunkin’ Donuts, which opened the first outlet in India in May, has seven stores in the National Capital region (NCR). It plans to have 10 in the NCR by March, he added.
The company had earlier announced it would open 80-100 Dunkin’ Donuts outlets over the first five years in India. “We will start entering other cities next year,” he said.
According to Jubilant FoodWorks’ master franchise agreement with Dunkin’ Donuts, it would develop, sub-franchise, and operate 500 Dunkin’ Donuts restaurants through India over the next 15 years, according to a statement by US-based Dunkin’ Donuts.
“Unlike Domino’s, most of our sales would essentially come from the outlets. But, home delivery would supplement,” said Amritesh. The company is also looking at opening both Domino’s and Dunkin Donuts stores side by side which would essentially help the company to control real estate expenses.
Plus, managing the stores would be easier.
Keeping in mind the Christmas, Dunkin’ Donuts has brought in different season specific donuts like it had done during the diwali. “In India, we have to keep in mind the festivals to be part of the social calendar. This connects with the consumers better,” he said.
Social media has certainly emerged as a good way to connect with the consumers.
Besides on store brand and marketing initiatives, the company has consumer engagement initiatives on social media like Facebook.
“There would not be much Indianisation, but we will only bring products that suit India palate,” said Amritesh. But, vegetarian items will mostly be Indian, he added.
The target is to create to the segment which is in between the quick service restaurants and café.
Globally, Dunkin’ Donuts has about 10,000 restaurants on four continents.
