Domino’s India Creates A New Hybrid: The BurgerPizza
When you think Domino’s, what’s the first thought that crosses your mind? Why, pizza, of course! However, Domino’s Pizza India is foraying into another type of fast food; burgers.
Meet the BurgerPizza
Mind you, these aren’t regular burgers. While they’ll look like burgers, they’ll taste like pizzas.
It only looks like a burger, but has all the goodness of a pizza inside,” said Dev Amritesh, the president and chief business officer of Domino’s Pizza India. “Burgers in India are all-day escape and fun food while pizzas are becoming meal replacement and comfort food. The ‘all day, individual consumption occasion’ is an opportunity that is incremental to Domino’s. BurgerPizza is our offering for this opportunity,” he added.
Meanwhile, S. Murugan Narayanaswamy the Senior Vice President, Marketing, Domino’s Pizza India, said, “The BurgerPizza is different from conventional Burgers in many ways. Instead of using fried ingredients, the BurgerPizza has oven-baked ingredients. It is made with generous fillings of herbs and vegetables, tomato sauce, mozzarella cheese and soft buns, all oven baked together to perfection, adding a touch of Pizza Goodness. It is this Pizza Goodness that will be at the core of our marketing strategy. We aim to address the desire for a burger through a new kind of pizza, the BurgerPizza.”
The BurgerPizza has already been released and starts at Rs.89 in two vegetarian and two non-vegetarian variants. Why not give it a try and tell us what you think?