New Delhi: Pizza maker Domino's expects to double its total outlets in India to over 800 in the next five years as it expands rapidly in the country that is set to become its fourth largest market globally by 2012.

"India is the fifth largest market after the US, UK, Mexico and Australia and continues to grow incredibly fast. It will probably become fourth largest market in the next year or so," Domino's President and CEO J Patrick Doyle said.

Stressing that India is Domino's fastest growing market, he said: "We are adding over 80 stores this year and it is the pace at which we will grow. So, we are looking at doubling the stores in the next five years."

Doyle is visiting India as Domino's sets up 411 outlets in  the country. It operates in India in partnership with Jubilant Foodworks Ltd, which is the master franchisee for the Indian subcontinent including Sri Lanka and Bangladesh.

"We are witnessing system sales growth of over 50 percent and continue to penetrate the market with new stores with 80 new stores to be added this year," he said.

Globally Domino's has over 9,500 stores under operation with over 4,500 in the US alone.

"So, in terms of stores India currently accounts for around 4 percent of the global count," Doyle added.
In 2010, Domino's globally registered sales of USD 6.2 billion.

Asked about future investments in India for opening new stores, he said: "It will be made by Jubilant FoodWorks."
Besides increasing retail reach, Dominos will also focus on the digital medium, especially Internet to reach out to its customers here.

"A lot of our investments will go into building the online medium for delivery. Till now we have had relationship with our customers through phone...but with the number of tech-savvy consumers increasing, there will be thrust on online," Doyle.
On the product portfolio, he said, menu will remain limited with main focus on pizzas.

Asked if the products in India required to be changed as in the case of US, he said: "We might go in for a little bit of tweaking here and there, but no major change is required to be done in recipes in India unlike the US and Mexico.”

(Agencies)