The competitive intensity between the 2 dominant players in the pizza space, Pizza Hut and Dominos, has moderated slightly in the past few months—aggressive Buy One Get One - BOGO offers have been replaced with 20/25% off on bill value and launch of value meals.
Prices of key raw materials, primarily cheese and chicken, too have been benign, which bodes well for pizza players’ margins; some improvement herein could be routed to heightened promotional activity to revive SSG amidst benign consumer sentiments. Pizza Hut recently launched a unique offer – Unlimited pizza party @INR199 (for veg) and INR249 (for non veg) in Delhi / NCR and Kolkotta and @INR239 and INR299 (for non veg) in Mumbai, Pune and Bangalore. This offer was valid only for one particular date, at select outlets and not advertised on mass media but to targeted audience through Facebook (people who have previously liked Pizza hut pages have been communicated about this offer).
