Domino’s Pizza seems to be following the old adage of “when in Rome, do as the Romans do” quiet strictly.
The fast food joint is now planning to turn nearly half of its 1,000-plus stores in India vegetarian during the nine-day Navratri period in October.
Due to fasting and dietary restrictions, certain regions in the country see slow sales, and by going vegetarian, the company expects to draw more footfalls to its outlets.
The festive menu will not include garlic, onion and grains that aren’t consumed during the Navratri, instead opting for pizzas bases made from singhara atta (water chestnut flour), cheese and sauces prepared with rock salt and sabudana (tapioca sago) snacks.
The promotional campaign will run in 500 stores in north, central and west India from October 1 to 10.
Devotees who celebrate the festival of Navratri and worship Goddess Durga usually avoid food joints that serve both veg and non-veg options. However, people also refrain from eating onions and garlic during these nine days.
Domino’s Pizza had first rolled out this initiative in 2015, when it announced a vegetarian menu in 164 restaurants, in states such as Maharashtra, Delhi, Gujarat, Madhya Pradesh, Uttar Pradesh, Rajasthan and Haryana.
A typical Navratri thali hangouts
Dominos’s already has an all-vegetarian menu at all several restaurants in Gujarat. Earlier this year, it also served customised butter bread without garlic during the Puri Rath Yatra festival in Odisha in July.