Now, Its The Tandoori Range From Pizza Hut

New Delhi: | Updated: Jan 28 2003, 05:30am hrs
Riding high on its localisation act, global pizza chain Pizza Hut is tossing up yet another indigenous initiativetandoori pizzato drive volumes for the company. Tailored to suit local taste buds and more importantly budget, the new pizza range, priced between Rs 65 and Rs 130, will for the first time bring in a new set of consumers into the pizza chains fold.

The chain which in the past has offered premium products such as stuffed crust and masala pizzapriced Rs 100 onwardsis expecting the new tandoori range to drive sales for the company.

Pizza Hut, however maintains that the new pricing is part of its strategy to continually give the Indian pizza eater a fresh reason to head for its outlets.

Pitching it as Pizza Huts biggest initiative for 2003, Yum Restaurants International director marketing (Indian subcontinent) Pankaj Batra said, We are expecting a double digit growth from the tandoori range.

Not surprisingly then, the company is timing the launch of the product to coincide with World Cup Cricket 2003 next month when the tandoori pizza will premier on a brand new television campaign across major channels, outdoor media and others. The company plans to spend an estimated Rs 10 crore on advertising this year.

Developed locally and test-launched in Delhi and Chennai, tandoori pizzajust like its masala pizza launched early last yearhas also been launched exclusively for the Indian market. Its masala pizza, claims the company, has been a substantial contributor to the companys turnover in India so much so that it has made it to other Asian and UK markets after its success in India. Whether the tandoori range will repeat the story is too early to say, says Mr Batra.

The American pizza chain claims to have been growing at 55 per cent for the last three years and has a 47 per cent market share among the existing pizza chains in the country. We have recorded a 40 per cent year-on-year growth, Mr Batra said.

The company is, meanwhile, chalking up plans to relaunch its Kentucky Fried Chicken (KFC) chain of restaurants in the current year. KFC had to scale down its operations after objections were raised to some of the ingredients used in its menu.