PIZZA Shops (Service)

Introduction: Creating loyal customers is the heart of every business these days. The value that organisations have or will get in the future, all depends on its customers and their (customers) loyalty depends on the services or satisfaction they provide them. This is what now-a-days pizza shops are applying to their business to achieve a good number of customers and in result they are getting what they want in terms of customers satisfaction and profit too, the goal of every business. There are mainly four brands that deal in food retail in Ahmedabad, selling pizzas at the best of my knowledge. They are Pizza hut, Dominos, US Pizza and Uncle Sams Pizza. Dominos, is the number one pizza seller in the market, said by Gita, Manager of Pizza Hut, Bodakdev Highway.

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About Different Brands in the field :-

Pizza Hut

Pizza Hut is one the flagship of Yum Brands, which also have several other brands like KFC, Taco Bell and Long John Silvers. Pizza hut is one the largest pizza chain in the world with over 12500 restaurants across 91 countries. In India they have about 140 restaurants across 34 cities. Pizza Hut also deals in other Italian foods like Pasta and Appetisers too. They believe in people, trust in positive intentions, encourage ideas from everyone and actively develop a workforce that is diverse in style and background. They also believe that customer creation and customer retention through customer satisfaction and team spirit can attain good results in terms of profit.

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DOMINOS

Jubilant Bhartia Group Company holds the Master Franchisee Rights for Domino's Pizza for India, Nepal, Sri Lanka and Bangladesh. Before 24 September, 2009 the company was known as Dominos Pizza India limited, later underwent with a change in name. Dominos opened first store in India at New Delhi in 1996 and currently having about 300 outlets countrywide. Domino's vision is focused on, "Exceptional people on a mission to be the best pizza delivery company in the world! Dominos server products as per the requirement of the consumer. They believe strongly in the strategy of 'Think global and act local'. Their punch line of Khushiyon ki Home Delivery (Happiness Home delivered) is the emotional benefit they offer to their consumers.

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US PIZZA

US Pizza entered into the field with their first store in Bangalore and currently they are having about 60 outlets in 25 cities across India. They commit for quality standards and customer satisfaction in their large dine-in restaurants, home delivery or take away outlets. US Pizza decided to go local on the taste, its the tangy taste down south, it is sweet and sour on the west coast, it is hot and spicy up north and sweet and salty in the east. They target middle class people by providing unlimited pizza offer only at Rs 145 with free salad and soups. This attracts people to eat pizza at low cost with return of value to their money.

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UNCLE SAMS PIZZA

Uncle Sams Pizza was a part of US Pizza about 5-6 years before, currently it running on its own. It is very common in between the youth generation of Ahmedabad. Jai, a student, and Satvik, a business man, said that they frequently visit Uncle Sams Pizza they love their service and the quality of pizza. Uncle Sams Pizza have many outlets across India. They offer about 20 different types salads with a yummy pizza.

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Which needs do pizza fulfil? Pizza, an Italian food, getting more and more popular in children, youth and also a part of 35 to 40 years aged group too. They have different reasons for going into a pizza shop in which hunger and entertainment are at the top of the list. When I went to Pizza Hut I met a lady, Kashmira. When I asked her why she was having pizza, she replied I came here with my colleague to have pizza as a lunch. She even said that she mostly prefer pizza in her lunch but often in dinner time and that simply means that people like to have pizza as a food. People of 16-25 yrs of age mostly go to pizza shops to hang out with their friends and sit there for even an hour having pizza. They keep on chatting with friends, enjoying music and in the mean while they have pizzas. So, pizza can be called as a medium to kill hunger, sometimes as a snack and pizza shops also acts as a catalyst to entertainment.

Buying Behaviour, Belief and Attitude Of the Consumer: Pizza is a food basically meant for middle class people or for the people whose living standard is very high. These people spend a large portion of their income on wants and desire rather than on basic needs (i.e. food, shelter and cloths). Generally, a person with low earnings doesnt prefer pizza and concentrate more on satisfying their basic needs. As being asked, many people said that they often have pizza as their lunch or dinner rather going to a restaurant to have full meal when they dont want to have homemade food. Some also said that they go to a pizza shop when they are with their friends to enjoy or to celebrate. After selecting pizza as their meal the next question arises is, where should they have pizza? Either Pizza Hut or Dominos or other pizza restaurants available? When a working lady, Kashmira, while she was having pizza at Pizza hut was asked the same question she replied I love the service at Pizza Hut. They provide quick and hot pizza delivered on the table and the main part is that it is the nearest one to my office. Whereas, Dominos store are not properly cleaned and they dont provide on table service. Mehul, a Business
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man, also replied the question in same tone. He said Pizza Hut serves pizza with best service compared to 5 Star Hotels on the table at reasonable price. Later he also added that he often visits US Pizza too. He said that he eats pizza only with friends, so whenever they get together they usually visit pizza shops. If a consumer wants to get pizza delivers to his/her home 90% of the people who have been asked said that they prefers Dominos first. They added that Dominos delivers pizza hot and fresh within the time they promise. This statement is also supported by Gita, Manger, Pizza Hut, bodkdev. When I came across a student, Ketul, waiting for his friends outside Uncle Sams Pizza store opposite ISCON Mega Mall, he said that he usually visits there to have pizza. He had supported his statement by saying that they offer unlimited pizza just @ Rs 145 with free soups and salad which satisfy his hunger. He also added that he loves the way they treat their customers. He also prefers Dominos sometimes, but he never visited Pizza Hut. The above examples of Kashmira, Mehul and Ketul are supportive examples of dissonance-reducing buying behaviour as their involvement for having pizza is high but accordingly brands are not available. They prefer hardly two brands to have pizza out of four available in Ahmedabad. In case of Kashmira, when she prefer to have pizza at a pizza shops she frequently visits to Pizza Hut with her colleagues and her family. She also said that her child also loves pizza and she brings her to Pizza Hut whenever she gets time. Whereas, Ketul prefer Uncle Sams Pizza because he want to eat pizza in supplement to his meal. But when it comes on to get pizza delivered at home they said based on their past experience found that Dominos is the best. Jai and Satvik also hold the same belief and attitude as Ketul. Chintak Gurzar, a software developer sitting outside Himalaya Mall, was also questioned that how and when he would like to have pizza. He replied that he mostly visits Dominos. He further added that for him service doesnt matter until it becomes negative attitude of the person who is serving. The things which matter to him are Quality and taste. A college going girl, Chandni, was asked that where she prefers pizza, her answer was Uncle Sams Pizza. The reason she gave was that the waiters are very friendly and the environment she founds there is very good. She said
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Once we went to Uncle Sams Pizza and it was my friends birthday. When they came to know about the occasion, all the waiters and the manager himself gathered around and asked everyone to sing and wish him. She said earlier they use to go to Pizza Hut or Dominos but after that they prefer Uncle Sams Pizza. She added although the quality and taste of pizza was better at Pizza hut and Dominos but the friendly environment they found at Uncle Sams Pizza was something extra to it. Chintaks case is example of verity seeking buying behaviour, whereas Chandnis case is again dissonance reducing buying behaviour. Chintak believes that quality and taste should be given preference rather than service. But in case of Chandni it completely opposite, according to her surroundings and environment should be given preference whereas she thinks quality is the secondary matter. But it is found that people holds a very positive attitude towards Dominos delivery service. About 80% of the people who were been questioned supported the statement. No doubt Pizza Hut is the best retail food seller in the market today but Dominos has its own reputation. If Dominos works on his service policy at their stores about which some people holds a negative attitude, they might Pizza Hut on second on the list of retail food sector too. Yes, Dominos is the king in the field but Pizza Hut is a big competitor. Ravi and Chandrakant are found to be brand conscious and they prefer only one shop for having pizza. Ravi prefers Dominos and Chandrakant prefers Pizza Hut. They added that even if they want pizza at home they prefer the same brand.

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People Who Likes Pizza

No People Who Likes Pizza

Yes 0 2 4 6 8 10 12

Consumer who prefer to eat Pizza at Pizza shops

8 7 6 5 4 3 2 1 0 Dominos Pizza Hut US Pizza Uncle Sam's Pizza Consumer who prefer to eat Pizza at Pizza shops

Note: One consumer might have preferred two Pizza Shops.

Consumer's Preference For Pizza Delivery

10 9 8 7 6 5 4 3 2 1 0 Donmino's Pizza Hut US Pizza Uncle Sam's Pizza

Consumer's Preference For Pizza Delivery

Note: One consumer might have preferred two Pizza Shops for delivery.

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Below table lists the consumers of Pizza.

Name Mehul Ketul Chintak Gurzar Jai Satvik P Mohan Chandrakant Gita Kashmira Chandni Ravi

Occupation Business Man Student Sofware Developer Student Business Man Manager, US Pizza Student Manager, Pizza Hut Employee Student Business Man

Phone No 9724466444 9510022600 9925390880 9998000787 9601558353 9737994268 9274522359

E-Mail Address niki_mehul14@yahoo.com ketul_thedanger@yahoo.co.in chintakg@gmail.com jai.bhutt21@gmail.com mohanuspizza@gmail.com phshapath@dadsalenterprise.com kashmirasethna@gmail.com chandni53@gmail.com redrose_in_love@yahoo.com

8141696251

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