Objective

To drive the Overall Revenue & Incremental Sales in the core pizza
1 category

Boost Dominos credentials on Innovation & cuisine appeal for Pizzas vs

2 other cuisines such as Fried Chicken & Burgers
Launching Cheese Volcano
Introducing Cheese Volcano, where every slice erupts with molten cheese goodness & satiates your craving for that ultimate
cheesy indulgence.
Range Name Cheese Volcano
ONLINE OFFLINE ONLINE OFFLINE
Regular Plus Size National Price National Price Medium Plus Size National Price National Price
Cheese Volcano Peppy
299 289 Cheese Volcano Peppy
Paneer 499 489
Paneer
Cheese Volcano
Farmhouse 299 289 Cheese Volcano
Farmhouse 499 489
Cheese Volcano Veggie
Paradise 299 289 Cheese Volcano Veggie
Paradise 499 489
Cheese Volcano Corn Pizza 299 289
Cheese Volcano Corn
Cheese Volcano Pepper Pizza 499 489
BBQ Chicken 349 339
Cheese Volcano Pepper
Cheese Volcano Blazing BBQ Chicken 549 539
Chicken 349 339
Cheese Volcano Chicken Cheese Volcano Blazing
349 339 Chicken 549 539
Delight
Cheese Volcano Spiced Cheese Volcano Chicken
349 339 Delight 549 539
Double Chicken
Cheese Volcano Spiced
Double Chicken 549 539
Cheese Volcano Pizzas (Veg)
Cheese Volcano Peppy Corn & Cheese
Paneer Volcano

Centre loaded with Molten Cheese Volcano Centre loaded with Molten Cheese Cheese Volcano Veg
Cheese & topped with peppy & topped with juicy Golden Corn
Paneer, Capsicum & Red Paprika Farmhouse *Contains non-edible container Paradise
*Contains non-edible container under the Pizza
under the Pizza

Centre loaded with Molten Cheese Centre loaded with Molten

& topped with Onion, Capsicum, Cheese & topped with Golden
Tomato & Grilled Mushroom Corn, Black Olives, Capsicum &
*Contains non-edible container Red Paprika
under the Pizza *Contains non-edible container
under the Pizza
Cheese Volcano Pizzas (Non-Veg)
Cheese Volcano BBQ
Chicken
Centre loaded with Molten
Cheese & topped with Pepper
BBQ Chicken
*Contains non-edible container
under the Pizza
Cheese Volcano Blazing
Chicken
Centre loaded with Molten Cheese
& topped with Chicken Keema &
Red Paprika with our spicy Peri Peri
Sauce
*Contains non-edible container
under the Pizza
Cheese Volcano
Chicken Delight
Centre loaded with Molten Cheese Volcano Double
Cheese & topped with Pepper
BBQ Chicken & Golden Corn Chicken
*Contains non-edible container
under the Pizza
Centre loaded with Molten
Cheese & topped with Pepper
BBQ Chicken & Peri Peri Chicken.
*Contains non-edible container
under the Pizza
List of New items & process
New & Necessary Items for Cheese Volcano:
• Small 40ml Aluminum Cup (For Reg Plus size Pizza)
• Large 90ml Aluminum Cup (For Med Plus size
Pizza)
• Processed Cheese Spread (Molten Cheese)
We will be sending a default indent of all the ALL
items centrally to ensure all stores have necessary
ingredients for the launch.
New & Necessary Processes for Cheese
Volcano:
• Put the Skin side of the Dough up while putting it
on the pizza screen initially
• Flip the pizza dough along with the Alu Container
by putting another pizza screen over the Alu
Container
• Pizza sauce should NOT be applied inside the
cheese volcano crater
• Cutting of the Cheese Volcano Pizza needs to be
done carefully without hampering the Cheese
crater in the center
• Parchment Paper needs to be put over the Cheese
Volcano crater for delivery
Cheese Volcano Product Specific Ingredients & Packaging
Small 40ml Aluminum Cup
(For Reg Plus size Pizza)
Material Code: 20001766
Pack Size: 100
Small Alu cup to be kept under the
center of the Cheese Volcano Pizza
which will be filled with Molten
Cheese (Processes Cheese Spread)
Large 90ml Aluminum Cup
(For Med Plus size Pizza)
Material Code: 20001767
Pack Size: 100
Large Alu cup to be kept under the
center of the Cheese Volcano Pizza
which will be filled with Molten
Cheese (Processes Cheese Spread)
Processed Cheese Spread
(Molten Cheese)
Material Code: 10002915
Pack Size: 500 gm
Shelf Life: 3 Months Primary, 5
Days Secondary, D+1 after
opening
Molten Cheese that needs to be
put in the center volcano of the
Cheese Volcano pizza
Marketing & Promotions
Marketing Activations: App Initiations: In-store Push:

 360 Degree Campaign on  Create a separate Widget in the  Handouts

Cheese Volcano Home screen
 Danglers
 TVC to be run during the  Create a separate category in the
campaign period App & listed these products  Digital Menu Boards
(DMB)
 Digital & Social Campaigns  Dedicated Food Carousel for
Cheese Volcano Pizza  Standee / Glass Sticker
 CRM – Push, Pop-up &
Emailers  Pop-up Banner for Love-Loaded
Range
 This campaign will be on the
lines of IHOP’s occasion
Business Impact

• Volumes Targeted (Launch Month): 8.5L

• PSPD: 14.8
• Total Revenue: 25.8 Cr
• Incremental Revenue: 9.5 Cr
Points to Remember
Sanitize your hands properly
and wash them frequently
Always remember to place
corrugated sheet inside pizza
boxes
Pizza needs to be cut
carefully as per the job aid
For Delivery, Place
parchment paper over the
Molten cheese volcano to
avoid spilling
Stretched pizza dough needs
to be flipped very carefully
Magic oil needs to be applied
over the pizza edges
Reg Dough needs to be
stretched to make Reg Plus
Cheese Volcano Pizza and
Med Dough needs to be
stretched to make Med Plus
Cheese Volcano Pizza
Processed Cheese Spread
(Molten Cheese) should be
poured inside the centre
Volcano of the pizza only
Volcano Pizzas should be
delivered in the dominator
hot bags. Shoulder bag
should be avoided
POS Screenshots and Training Codes
OPS Training
coupon
FAQs
• Is EDV applicable on these Pizzas?
o No, EDV is NOT applicable.
• What all sizes are these pizzas available in?
o Regular Plus & Medium Plus sizes only
• Can we change the Crust of these pizzas
o No, these are not available in any other crust options, only Cheese Volcano crust needs to be used for this
• Which packaging boxes will be used for the Cheese Volcano Pizzas
o The existing Medium Pizza box will be used for Regular Plus Pizza and existing Large Pizza box will be used for
Medium Plus Pizza
• Will Cheese Volcano be available in Delivery?
o Yes, it will be available on all channels
• Can topping customization be done on Cheese Volcano pizzas?
o Yes, it can be done
L1 & L2 Training Material Connectivity Schedule

L0: 15th May’24

Training
L1 & L2: 23rd May’24 onwards

For Training:
L0 – 15th May’24
Product Connectivity to stores L1 & L2 – 22nd May’24 onwards

For Launch: 31st May’24

Launch Place: PAN India Launch

Launch Date: 1st June 2024

Pre-Launch Activity

GDM to Brief the entire restaurant team on Cheese Volcano Pizzas and explain the
product clearly

GDM to train GDAs on Order taking of Cheese Volcano Pizzas and answer customer
queries

GDM to ensure that all computer terminals on the order taking counter have a copy
of the selling script

GDM to ensure that all marketing collaterals are placed as per the vision of success

GDM to discuss target sale of the restaurant with the team

Post Launch (Are Things Going As Planned?)

Trainers to do multiple store visits to Inspect, Coach and Support all launch elements
• All Job Aids have been put up
• Shelf Life and Portion Chart updated
• All cue cards put up
• GSR – Handle product queries about the Cheese Volcano Pizzas
• Marketing collaterals are placed as per the Vision of Success.
• Quality of Product – as per SOP
GSR Script

GSR:

Namaskar Sir!

Would you like to try our new Cheese Volcano Pizzas?

The Cheese Volcano pizzas are your favorite pizzas with a molten cheese volcano in the
center which satiates your craving for that ultimate cheesy indulgence.
Thank You