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Each claimed it had the original recipe as the Italians first wrote it and was trying desperately to create brand loyalty.
Domino's and Pizza Hut ? tried to grab as large a slice of the pizza pie as possible. (Refer Table II and I for market shares). While Pizza Hut relied on its USP of "dining experience", Domino's USP was a 30-minute delivery frame. To penetrate the market, both the players redefined their recipes to suit the Indian tastes. Domino's went a step ahead by differentiating regions and applying the taste-factor accordingly.
Domino's also made ordering simpler through a single toll-free number through out the country...
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