Domino's India plans to join the Open Network for Digital Commerce (ONDC) as the government's digital commerce network continues to grow, processing around 25,000 daily orders. During an earnings call on May 17, Sameer Batra, Chief Business Officer and President of Jubilant FoodWorks, stated that the pizza chain is finalizing its technological integrations before commencing order-taking on ONDC.
Jubilant FoodWorks expressed its intention to join ONDC, aiming to provide Domino's pizza to customers through multiple channels. Sameer Batra, the company's CBO and President, mentioned that they are currently focusing on technology scoping and integration for ONDC. While Jubilant has previously emphasized consolidating its customer base on the Domino's India app, they now seek to serve pizzas across various platforms, including ONDC.
McDonald's is already featured on the ONDC platform, making Domino's the second international food chain to participate in this government initiative. Additionally, ONDC offers a flat INR 50 discount to users placing orders through buyer apps like Paytm, magicpin, and PhonePe's Pincode.
Last year, Domino's India implemented a loyalty program called Domino's Cheesy Rewards, offering customers a free pizza after placing six orders through the app. In March 2023, enrollment in the rewards program experienced a significant increase of 28.3% quarter-on-quarter, reaching 13.6 million participants.
The loyalty program's contribution to overall orders reached 45% during the same period. This boost in loyalty program participation has also positively impacted app downloads for Domino's India, with quarterly downloads reaching 8.5 million, a 10.4% increase, and monthly active users reaching 11.1 million, a 22% year-on-year rise, as reported during the recent earnings call.
Jubilant FoodWorks is optimistic about the performance of Domino's in-house app, especially in cities where it has a strong physical outlet presence. The company has managed to outpace competitors like Zomato and Swiggy in terms of delivery times.
In Bengaluru, for example, Jubilant has initiated a pilot program for 20-minute deliveries, leveraging its network of 175 Domino's outlets in the city. It is worth noting that Domino's has historically guaranteed a 30-minute delivery time by strategically limiting the delivery radius and ensuring prompt service even when orders are placed through food delivery aggregators.