It was Domino's strategy even before Zomato, Swiggy, or Zepto even existed.
People used to order in the hope that it might be delivered late and they would get it for free.
Sometimes it got a little late which means free Pizza.
But it again encourages people to order more often.
Who knows if you get your next pizza without paying anything again?
This circle helped Domino's to grow its revenue by many folds.
That is how Domino's got its customer base in India and aced the food home delivery segment.
It was a time when we had no internet and many of us had no access to even working mobile phones.
Who would have thought it was possible?
But it happened Domino's got the trust of the world's largest market (India).
Result:
Pizza = Domino's only
Just like Toothpaste = Colgate
Doing the impossible definitely leaves a mark.
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